Dump Your Contact Data Vendor

A Competitor Take-Out Campaign with a 90s Flavor

6sense convinces customers to “dump the chump” driving hundreds of conversions and brand interactions 

“6sense knocked it out of the park with a hilariously effective marketing tactic”

The goal

• As 6sense grows rapidly and expands into a wider market it has become important to directly address how our product stacks up to the leading competitors, so the Creative and Content teams put our heads together to contrive a head-turning campaign to woo customers

• It was important to position 6sense as the superior choice with creative to appeal to the demographic of people in decision making roles (predominantly GenX and older Millennials)

• We needed creative that would visually stand out from the rest that would pique curiosity and drive interaction 

The solution

• Given the demographic, we decided on a theme flavored with silly irreverence and nostalgia tailored to a viewership who consumed broadcast television content throughout the 80s, 90s, and early 2000s

• The original idea from our product evangelist was a live event timed around Valentine’s Day in the format of a dating show where the bachelor/bachelorette (the customer) chose between suitors (contact data providers including representations of 6sense and competitors)

• Creative strategy and content team leads joined in to workshop this idea and evolved the idea into a multi-platform campaign plan:

• Custom landing page with videos, a downloadable guide, and 90s Cosmo-style quiz

• Real working telephone hotline with celebrity impersonators and a guided meditation

• Educational video and infomercial urging customers to “Dump the Chump”

• Breakup “mixtape” playlist

• Virtual event around Valentine’s Day

• Retro tv commercials and PSAs to play during the virtual event and to run as paid ads for 6 months

• We produced all assets in-house working with our web, design, video, content, and event teams. 

The results

• This was a very successful evergreen campaign with great engagement 

• High engagement on posts (comments, likes, shares w/ 3.5million impressions)

• Solid CTR throughout the campaign lifecycle 

• Drove 248 conversions and lots of engagement with the brand

check out the website and hotline!