Using Slapstick Humor to Launch a new Global B2B Brand
APCO was engaged by Arvato CRM to create an integrated, digital-first campaign to launch its new global customer service outsourcing company, Majorel. Our research revealed an extremely competitive marketplace, in which our client did not have a unique point of differentiation. We therefore needed to create something bold that would stand out in a landscape dominated by strait-laced B2B corporate brands.
Our campaign, #BestOfBothWorlds, used slapstick humor to make fun of the stereotypical frustrations people experience when dealing with customer services call centers/chat bots.
The centerpiece of the campaign was a series of videos featuring two comic customer service characters: an archetypal ‘robotic’ humanoid and a typical call center employee. The scripts exaggerated the frustrations experienced by customers, while underlining Majorel’s core message that AI can enhance customer service, but the real person answering your queries will always be the hero.
In-depth audience segmentation and planning was used to target decision makers online and APCO launched Majorel’s new social channels from scratch. A targeted online advertising campaign, with custom messaging paired with creative content that we had analyzed would best resonate with the brand’s specific target audiences.
In just three months, Majorel went from 0% to a 45% share of voice among its top three global competitors in the market. The main ‘hero’ campaign video was viewed over 2 million times and, in addition, there were +500,0000 views each of the French, Spanish and German versions of the video. Majorel’s social channels all went from zero to over 10,000 followers in one month. Overall, our creative content yielded an engagement rate of 6.44%, with GIF content achieving +22,000 views and a video watch rate of +100%. APCO’s team also generated 266 pieces of media coverage globally about the launch the brand. The global launch of this brand exceeded our client’s expectations and set them on the pathway to business success.