Masternaut (a Michelin company) wanted to better its relationship with existing customers and differentiate itself within the Fleet Operations sector. They had an idea: to create ‘A Rockstar Road Trip’ series of virtual events designed to educate their audience and help them become ‘A Fleet Management Rockstar’.
However, to pull off a successful ABM campaign that targeted key accounts in both the UK and France, Masternaut needed Punch!’s support.
Punch! designed, wrote, and launched a 3 part digital experience for Masternaut’s audience. Using Masternaut’s audience insights, Punch! strategically focused each webinar on a specific consumer challenge. To tie in the theme, each webinar became a new destination on The Connected Fleet Virtual Tour.
Punch! created a wide range of tactics to attract, educate, and entertain the target audience throughout the lead-up to the events, and maintain engagement as they continued to roll out.
These tactics included: Rockstar-theme Direct Mail packages sent to each target contact, inviting them to the event; A gated microsite providing information about the webinar series, including ‘Meet the Roadies’ which introduced the key speakers, and a ‘Rockstar Rally’ game offered attendees the opportunity to win a prize; Masternaut’s existing customers were guest speakers at the webinars, to help drive attendance and encourage competitors to learn from their competition; Promotional content via LinkedIn, Twitter, and email were used to advertise the webinar.
LANDING PAGE SIGN-UPS
AVERAGE UK ATTENDEES PER WEBINAR
AVERAGE FRENCH ATTENDEES PER WEBINAR