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Targeting FTW
Every now and then a perfect targeted marketing opportunity presents itself.
Growth Marketing Projects / Marketing / Promotion / Publishing
The Voice of God
Edoardo Ballerini is the voice of God. (And Karl Ove Knausgaard, Albert Camus, Leo Tolstoy, Dante Alighieri, Italo Calvino, The Dalai Lama, Walt Whitman, Niccolò Machiavelli and many others). Meet the audiobook world's most reliable narrator.
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Leveraging Press
Old friend Edoardo Ballerini had the great good fortune to be covered by the New York Times Magazine in a several thousand word profile.
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The Opportunity
Think about it. How many people do you know who have confronted an opportunity like this one? Luckily, we prepared. So, we did two things:
- Compiled a comprehensive list of every person working in the Entertainment Industry
- Matched that list to every one of their Facebook accounts
THEN:
WE LIT UP THE ADVERTISING
This ad had one objective: drive readers to the article in the New York Times Magazine. It targeted publishing industry executives, talent agents, film directors, executive producers, advertising agencies, production companies, essentially the whole entertainment industry.
The result? Edoardo’s phone didn’t stop ringing for a month, and offers flooded in.
The campaign garnered him a massive amount of work in the middle of a pandemic that had essentially shut down the entire industry.
This is an excellent example of what I can do with a bit of co-branding, a dash of PR, and a digital campaign created with its targeting on steroids.