Promotion of the Messenger chatbot brought dozens of leads and contracts to the chat producer (e.g. with one of the biggest postal service companies and biggest publishers in the region). It was also highly commented in media.READ CASE STUDY
How to promote a brand at an event blocked for sponsorship? The marketing campaign on Twitter during the event time brought a trending #tag, a mention from the event organizers during the closing ceremony, and high visibility among all 1400 event attendees.READ CASE STUDY
The controversial marketing campaign brought numerous media publications and great popularity to the portal. The campaign was featured in the biggest local radio stations and newspapers. Which gives (with otheractivities) 20% growth month-to-month.READ CASE STUDY
Outcome: Marketing plan, leitmotiv & needed analyse and personas
First of all, you should define a goal, target groups and personas. Thean you need to think about laeitmotiv and create a basic marketing plan. The plan should be very specific and include detailed information: what will happen on each day, when exactly (time of day or even an hour), who will be responsible for the delivery of particular tasks, what's the goal and call to action for each of the activity. You need to accept that plan can change during the process. Without a very specific plan you shouldn't continue the sprint.
Outcome: Data bases, marketing & design materials
During the 2nd day a whole team should focus on a delivery of artefacts. 'What kind of artefacts' - you can ask! It could be design, content, ads, data bases, code, landing pages, posts, profiles, press materials, templates, etc. Basically everything what you will need during the entire week. Look at your plan carefully and list all of the items, accesses, assets you can need. And create it by the end of the day. Additionally, if your campaign include some media reach, you should contact media and let them know about your campaign.
Outcome: Chosen channels, target groups, content types
We know that you don't used to publish your campaigns before the launch day. But you definitely should test the form of the campaign, content, graphic design materials, claims, etc. with your targets groups, you should also check which channel will be best for your campaign. You can do that in a couple of ways - publish some of the forms, claims, ads, etc. in chosen channels. Verify interactions, stats, etc. Based on that make the decision which one perform best and if you didn't do that already - prepare everything for those choses.
Outcome: Momentum, high visibility
This day starts very early 🙂 as you should be ready for the highest reaches in the morning. Start with the launch of the campaign and push the intensive communication until you will build the momentum. Use all of the opportunities to create the content, and be creative in it. Don't stop, even you will doubt that's giving something, usually momentum erupts in the second part of the day. High engagement from the very beginning usually heralds the big momentum, so if you observe it, you should engage additional people to help you - in the moment of boom you need to be able to bear it. Keep going even if you can observe the momentum - don't stop the communication, even escalate it.
Outcome: Media releases, summaries, case studies
After the launch day, you will be tired, but this day needs to start early too. You should summarise with a team results of the previous day, and use them to promote the campaign even more. You should think to reach media again, and share the first results with audience. If there is still a buzz around your campaign - keep going with communication and activities. If the results don't meet your expectations do some summary, list with a team your lessons learned, and think how you can use them today (and in the future too!).
The Lean Marketing Sprint concept is based on the Google Design sprint formula, created by Jake Knapp. However, although it is mainly used in product development, the sprint concept is applicable to different processes - from IT development (e.g. SCRUM), UX, marketing, and many others. It’s used by big brands (below you can see some of them).Check their stories
The concept of Lean Marketing Sprint was created by Beata Mosór-Szyszka, co-owner and CEO of Project: People (the lean strategy agency). The concept began in 2015 and was implemented in many marketing campaigns. The process was polished with the help of the entire Project: People team, and then improved based on customer feedback.