Value Journey Campaign Case Studies

Case Study: DigitalMarketer

• Campaign Goal: Aware to Engage

• Content Needed: Branding Video

• Traffic Source: Facebook Ads (Video Views campaign)

• Call to Action: End the war between sales and marketing… watch this video!

When we create a new campaign here at DigitalMarketer, we always start by looking at the Value Journey map and identifying any steps where we need help. In this case, we realized that while we were doing a good job of generating awareness through Facebook ads, we didn’t have a good engagement campaign in place.

So we decided to create some content (a branding video) whose goal was to get people engaged with DigitalMarketer:

We call this video the “Valentine’s Day War on Sales & Marketing.”

But as you know, just creating a video isn’t enough. We also had to decide how we were going to get people to watch the video. So we chose to run a Facebook ad campaign (with video views as the goal) to generate traffic to the video. This made up the “Traffic” portion of our campaign.

Here’s what one of those ads looked like:

Advertising is the best way to get eyeballs on your content—for all stages of the Customer Journey.

Because the goal of this campaign is to get people engaged with us, our call to action was very simple: “Watch this video!”

It’s important to note that we didn’t try to convince people to sign up or buy anything (at least not right away), because that wasn’t the goal of this

campaign. The goal was to generate engagement, and it succeeded very well because it was focused 100% on simply engaging people.