Q&A with [x+1]’s Perianne Grignon and Brand Studios’ Kenyon Weiss on the Paid and Owned Campaign
By Greg Peverill-ContiVice President, Inkhouse Media & Marketing
The
[x+1] Origin platform was built from the ground up to give marketers full
access and control over their paid media and owned marketing channels. The
result is the ability to create engaging and consistent customer experiences
and have better visibility into how their programs are performing. Perianne
Grignon, CMO at [x+1] and Kenyon Weiss, Chief Creative Director of Brand
Studios shared some thoughts on a new ads designed to highlight the powerful
multi-channel capabilities of the [x+1] Origin platform, the core element of
the company’s digital marketing hub strategy and the only true integration of
paid and owned channels in one platform.
What was the
creative process that led to the specific pieces?
Kenyon:
From a creative point of view, our challenge was to find a way to illustrate
the notion of paid media and owned channels coming together in a single
platform/solution. In an environment where acronyms and complex metaphors are
sometimes overwhelming and confusing, a simple and to the point approach wins.
After exploring multiple creative avenues, we went back to the roots of the brand – the expression of the logo [x+1], which seemed like a perfect foundation to express two powerful things coming together: [x+1] re-formatted to [Paid+Owned]. It just works. Visually, the brackets and the plus sign were brought to life in a beautiful animation to symbolize linkage, addition, connection, re-creation, combination and more (PLUS=MORE). For each of our target audiences, we highlighted the channels and solutions they care about and produced different versions of the creative that speak to their needs.
After exploring multiple creative avenues, we went back to the roots of the brand – the expression of the logo [x+1], which seemed like a perfect foundation to express two powerful things coming together: [x+1] re-formatted to [Paid+Owned]. It just works. Visually, the brackets and the plus sign were brought to life in a beautiful animation to symbolize linkage, addition, connection, re-creation, combination and more (PLUS=MORE). For each of our target audiences, we highlighted the channels and solutions they care about and produced different versions of the creative that speak to their needs.
Perianne:
We feel like this campaign does our brand justice: it enhances its meaning,
deepens its equity and celebrates its philosophy. We are making every
interaction count.
What has been
the response to the campaign among [x+1] customers/employees?
Perianne
Grignon: The feedback that I have gotten so
far has been that people are happy to see that we are leveraging the [x+1]
brackets and the brand iconography so much. For a long time, we tended
not to put the brand icon front and center. But because the campaign is
about bringing together the traditional silos of paid media and owned marketing
channels, the brackets really worked as a metaphor for being contained as one
within the Origin platform.
Where is the
campaign running and who are you hoping to reach/influence with the campaign?
Perianne
Grignon: You can find the ads running on Digiday, MediaPost, Business Insider,
New York Times, LinkedIn, AdExchanger, eCommerce Times and CMS Wire. Our goal
is to influence digital marketers and their
technology counterparts at Fortune 1000 companies, and their agency partners.
Based on the feedback we’re hearing, the campaign is working as planned.
Posted by [x+1] at 5:48 PM | 0 comments
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