Turning a challenge into a brand moment

The challenge

DocuSign primarily drove lead generation through a mix of in-person events and targeted, product content through owned and paid channels. COVID-19 changed all that. With events moving online, we needed to position DocuSign in a way that facilitated business continuity at a time of uncertainty. It needed a new way to drive awareness, align with technological trends, and generate new leads.

The insight

We worked with DocuSign to create a thought leadership campaign mapped to key points in the purchasing process. Our campaign was based on the insight that the enforced change to remote work has created hundreds or thousands of home offices for every enterprise. The modern business is a ‘Home Enterprise’. We provided actionable insights into how employees and their customers were dealing with the move to a home enterprise, what that meant for traditional offices, and how digital working has benefitted employees.

The strategy

We surveyed 2,000 Australian office workers on how COVID-19 has changed the way they work, how they felt their business had dealt with enforced change, and what their experiences meant for the future of work. We then created content directly linking relevant insights to each stage of the buyer’s journey. We drove awareness by writing a gated ebook, created and hosted a live and on-demand ‘Future of Work 2020’ webinar, and managed media pitches. We also supported mid-funnel targeting with case studies and sales enablement, including sales training and eDMs.

The impact

The campaign reached approximately 20 million readers via earned media, thanks to 27 pieces of earned media coverage including The Australian and leading News Corp metropolitan newspapers. The ebook was downloaded more than 400 times, the campaign webinar has been viewed more than 9,000 times, and the targeted event email campaign saw an average open rate of 32 per cent, reaching 670,000 people. Since launch the campaign has generated 330 qualified leads, accelerated 75 deals and closed three deals directly linked to the campaign.