Daily Marketing Challenge | Day 1
A brief introduction to the Daily Marketing Challenge:
I searched high and low for something that would encourage me to build my marketing portfolio online and came up with nothing. Instead of accepting the status quo, we decided to create something based on the Deliberate Practice Theory (TL;DR, “repetitive performance of intended cognitive or psychomotor skills.” Or practicing something that uses your brain, to you and me.).
You get sent 1 email per weekday, for 100 days, with a marketing challenge that you work on for a real company. You then post your solution online, interact with other marketers and expand your network. There’s plenty of other benefits too but it’s fundamentally all about practice. You can sign up at Daily Marketing if you’re interested.
Today’s challenge
Plan a user-generated content campaign for an early-stage SaaS company.
It’s only when I looked into this challenge that I realised, B2B companies don’t generally do user-generated content. A decent test of my creativity already.
The company I picked for today’s challenge is AllyO (an AI tool that automates the recruiting workflow).
The biggest win for a recruiter is placing the right candidate in the right position. This campaign will focus on that end result, happy candidates. If a candidate has engaged with Ally during the recruitment process and started their new job, they receive an email invitation to participate in the campaign.
The email pitch: “Congratulations on starting your new job! We hope we made the process a little bit easier for you. To celebrate your new role, we’re inviting you to participate in a Twitter competition where you can win a (fantastic prize here…).
The details: “To participate, all you have to do is take a selfie in your new office. The more creative, the better! Tweet the picture to us and use the hashtag #HappyAllyO. The winner will be chosen based on your happiness level® and the creativity involved.”
The campaign should produce numerous happy faces attached to the AllyO brand. During the sales process with recruiters, the images could be used to demonstrate the positive effect on candidates.
The images can be retweeted and re-purposed to create a content bank for blog posts etc. Less stock photos, more reality!
Sign up for the Daily Marketing Challenge here.
