Some members of Slingshot’s C-Suite were a little nervous about making a non-boring ad — and we don’t blame them! In B2B, we all think you have to talk stiff, wear a suit, and be buttoned up to get a message across. So doing something different is admittedly a bit scary.
You can’t make jokes about an industry until you have a true understanding of the space. Luckily, our process at Umault helps us dig deep so that we can find humor that speaks to the audience. For Slingshot, the research process involved:
It’s not like we asked for a blank creative check and came back with an ad. Micro-steps made sure we were clear on the industry at every step in the process, and helped the leadership team buy in as we went along. These micro-steps included:
This means that the team at Slingshot got the chance to marinate in the idea and get comfortable, step by step.
In the ad, we spoke to common customer pain points in the industry. The humorous elements of the ad — relying on lucky charms, crossing fingers, and knocking on wood instead of biomarker controls — poke fun at the status quo, and also speak to the urgency of finding a solution in what Slingshot offers.
“To be frank, the campaign generated a bond between us and our customers and overall took our relationships with them to the next level.” - Marsha Hartman, SVP, Sales & Marketing
Making the best ad in the world is only half the job. The other half is distribution — taking care of the right tactics to make sure the video gets seen. Slingshot did everything right:
The impact of the ad exceeded Slingshot’s expectations. “We have been marketing to this audience with average engagement rates of 30% but the campaign that Umault helped us create blew our expectations and frankly set marketing records with 77.81% engagement rates that rolled over to follow-up campaigns as well.”
Web traffic tripled following the launch of the ad, and the campaign directly affected revenue… by 700%. The ad brought in new web traffic and got more eyeballs on Slingshot’s offering, and also deepened their relationship with existing customers.
Here’s the thing: Humor works, if it’s based on deep knowledge of the industry. Surface-level jokes don’t move big revenue and engagement numbers, but when humor hits right on customer pain points? Boom, ROI.