Hacketts - The print partner that makes you look good

Hackett's business-to-business venture deserves a spot in the Vega Awards for its outstanding display of creativity and digital skill, aligning with the award's guidelines for recognizing top digital accomplishments. Unlike traditional B2B marketing strategies that typically rely on straightforward content, Hackett opted for a bold strategy by creating a comedic, skit-style video that cleverly highlighted their superior printing services. This approach connected with professional audiences on an emotional level, focusing on key themes such as the desire to impress one’s superiors and everyday office situations. By depicting a scenario where an employee impresses the boss with top-notch printed materials, the campaign not only amused but also communicated Hackett's main message: their printing services can enhance your professional image. The use of humour to address shared professional worries made the content relatable and memorable for the targeted audience.

Hackett’s deliberate choice of social networks, LinkedIn and YouTube, highlighted their understanding of digital life and how people interact online, while targeting key decision-makers and business professionals that spend most of their time on these platforms. The strategic planning of placement amplifies the campaigns' reach. Crucial performance indicators comprised impressions, engagement rates, lead generation metrics, and return on investment. With 50,551 initial impressions and a 62% completion rate among core audiences. Additionally, a particular audience segment delivered a 4.7% click-through rate, while this campaign also performed well on spotify by receiving a 3% CTR.

Beyond the creative narrative, the campaign boasted high production standards. A comprehensive storyboard, a rigorous casting process and an authentic office setting were all involved in the careful planning. The addition of a closing scene inspired by Hollywood films and featuring an end-credit gag allowed for an extra touch of humour, distinguishing the campaign from its competitors once again. Hackett's B2B campaign demonstrates how innovative thinking, combined with thoughtful digital implementation, can transform brand messaging. The creative approach, engaging tales, and successful interactions with the audience make it a strong contender for the Vega Awards, which honour excellence in digital creation and innovation.