We were launching a new show aimed at DTC subscription box marketers who cared deeply about retention strategies. The challenge was breaking through the noise in a crowded space and creating a campaign that would genuinely stand out and drive attention to the show among this specific audience.
I recognized that our target audience—DTC marketers—were chronically online and early adopters of emerging trends. At the time, ASMR content was exploding on Instagram and YouTube, but hadn't yet been widely adopted in B2B marketing. I saw an opportunity to leverage this trend in an unexpected way. Rather than creating a standard "here's the show" recap-style video, I conceptualized and produced an ASMR-style teaser trailer that unboxed products from our first season. This creative approach was designed to stop the scroll and spark conversation among our hyper-engaged target audience.
The campaign delivered exceptional results. Our launch post on the CEO's LinkedIn generated over 60 comments, 150 reactions, and tens of thousands of impressions. More importantly, the comments came from exactly the people we were trying to reach in the DTC space, and they specifically called out the creativity of the launch. The campaign successfully positioned the show as innovative and worth paying attention to, creating the kind of buzz and authentic engagement that standard promotional content rarely achieves in the B2B space.
