Sometimes, you go to work and expect a regular day. It’s all planned out. But living in an ever more digitalized world and working within digital marketing sometimes means thinking quickly, re-planning your day instantly, and adapting to changes while still delivering outstanding results. This happened not too long ago, when I opened my inbox and read an email from my teammates that we needed to run a FoodTech campaign - and it needed to start yesterday already.
The company had received funds to invest in specific FoodTech instruments to broaden their offer and enable even more brilliant science minds to push their product and revolutionize the industry. The cherry on top: Using those instruments at the incubator was free until a specific timeline. That's anything but the norm. So, the team (and I agree) thought running a campaign to reach as many interested people as possible was a great idea. The catch: It had to happen within five work days.
The Challenge
After receiving a fairly vague brief somewhere along the lines of: We have these instruments, it’s for free, we want to reach more people, and it should be funny, my brain started going 1000 m/h. How much budget do I have? Which instruments? What defines the target audience for this? Where can I find more info? Where shall the ads be redirected to? And so on. It took a while until I had gathered all the needed info and could start preparing for the campaign.
The Needs
Ultimately, we concluded that we would need a brand new landing page. This was necessary since the instruments were fairly new (some actually not yet delivered), and there was no easy-to-access info regarding FoodTech possibilities on the incubator’s main webpage. I hadn’t worked with WordPress before; however, that didn’t stop me from figuring it out and, in the end, creating a landing page that made everyone happy and aligned with important tech requirements, such as SEO or desktop to mobile. With a fun double exposure style headline that looks a little like food is arranged into words, I even managed to incorporate the team's wish of “something funny” while respecting the brand’s visual ID.
The page
We set out to structure the landing page as follows:
Introduction: A captivating headline and general program introduction to catch the audience’s eye.
Unique Selling Points (USPs): Highlighting the “What’s in it for you” to the user, such as exclusiveness and easiness of the offer.
Instruments: Explaining the instruments, resources, and support available to the audience.
Testimonials: Showcasing a success story from a startup that already used some of the FoodTech instruments available at the incubator.
Contact: Providing easy access to get in touch with the two colleagues running the FoodTech department.
We also included anchored links throughout the page, allowing the audience to navigate effortlessly to their desired sections.
The ads
While still working on the landing page, I also gathered ideas and thought about which communication channels to use. The challenge: The exact budget available still needed to be determined, but it was set to be very little. The audience was a relatively small and exclusive group of people who were not only interested in FoodTech but also already had a specific product idea and lived in two regions of Sweden: Skåne and Blekinge. Considering these factors, we decided to run the ads fully digital via LinkedIn and Google and monitor closely the results, always ready to adjust the strategy.
My conclusion
This spontaneous campaign reminded me of the importance of quick thinking and adaptability in the ever-changing world of digital marketing. It’s been a fun challenge that, along the way, made me learn a new program in close to no time while bringing creativity and expertise to the entire process.
My contribution to the project in a nutshell
Understanding the campaign and questioning the brief to get all the needed info
Setting up a landing page, including deciding on the structure, writing website copy, and getting high-quality imagery
Consulting on the campaign advertisement strategy, including copywriting, visual suggestions, and helping to set the ads up correctly
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