When Brother International (6448:JP) was ready to develop its first-ever USA integrated campaign to launch its new line of 11”x17” inkjet printers, I acted as agency integrated strategy lead. Instead of focusing on office supply standards — speeds and feeds — we developed a campaign to appeal to small business owners who ‘see the bigger picture’ for their businesses.
This inherently social idea was then spread through a number of digital artifacts specifically designed to appeal to entrepreneurs and their influencers, including a crowdsourced video series, essay contest for a $10,000 business grant and robust influencer outreach program. Extensions of the campaign were also developed for partnerships with value added resellers (VARs), including Staples, Office Max and Best Buy. The campaign was regarded as such a success that Brother USA now uses it as a model and justification for new integrated initiatives.