Award-Winning B2B Campaign Highlights Partnership
A B2B campaign for manufacturer PWT by agency GS&F demonstrated significant business impact by focusing on customer partnerships rather than products. The "Challenging the Norm" campaign generated over 13 million impressions and 2,500 site conversions by using a unified video, social, and web strategy to tell a customer-centric narrative.
- Nashville-based agency GS&F operates with a philosophy of "Revelation Instigation™," aimed at breaking rules and challenging conventions. - The agency's CEO, Gregg Boling, has cultivated a company culture that champions ambitious brands through provocative creative work. - In a move to bolster creative leadership, GS&F appointed Melvin Strobbe as its new executive creative director in August 2023. - The "Challenging the Norm" campaign's title reflects a broader marketing trend of disrupting industry standards and adopting innovative approaches to connect with audiences. - While the initial summary noted 2,500 site conversions, GS&F's own site highlights a result of 135,000 site visits from the campaign, indicating a significant top-of-funnel impact. - This customer-centric campaign was a strategic pivot from PWT's historical marketing, which was more product-focused, highlighting new styles and fabric innovations across its various menswear brands. - The campaign's video elements were likely handled by GS&F's in-house production arm, OWNR STUDIOS. - The focus on partnership storytelling aligns with a larger B2B trend of building emotional connections and brand memory with buyers who are not immediately in the market to purchase.
