Normal Motion
See how Normal Motion used Guaranteed Engagement to generate awareness and engagement among those caring for the elderly.Â
Engaging branded content that leads to real results
Meet the client
Topsail Strategies, a strategic communications consultancy, was looking to help readers understand the new category of Normal Motion and introduce the new product Nomo Smart Care. They were looking to educate them on what Normal Motion is, why it is valuable for your loved ones and how tracking Normal Motion can help caregivers understand small things before they snowball into big problems.
To achieve this goal, Nomo Smart Care was looking to increase awareness and engage readers with their content. Having a long history with Brandpoint, it was an easy decision for Topsail to partner with us. Nomo had multiple photo assets at the ready to use for their branded content, so Brandpoint used these as a jumping-off point for a listicle to educate Nomo’s target audience.
Situation
Topsail Strategies needed to create an engaging longer form of branded content and have the space to share it in credible publications. They wanted to be able to control the messaging based in an integrated approach that would encompass shared, earned, owned and paid. To make sure this campaign crossed the finish line, Topsail Strategies needed guaranteed results for their client, supported by awareness and engagement metrics.
Strategy
Brandpoint’s creative team wrote a Guaranteed Media Placement, in the form of a listicle, that integrated Nomo’s existing photo assets. Topsail partnered with Brandpoint to create a Guaranteed Engagement campaign to drive readers to their branded content on the publisher’s sites.
“[Content writing and approval with Brandpoint] is always an easy process. From the beginning of providing key messaging and having a kickoff call, through review of various drafts.”
Maria R., Topsail Strategies
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Results
The campaign not only met their reach metric goals, but surpassed their engagement goal! The teams were able to reach a site audience of over 152 million across their 1,075 placements. Their Guaranteed Media Placements received over 3,500 clicks and over 2,500 engaged views. On average, visitors spent more than 5 minutes on their content.
“I have a long history with Brandpoint, having partnered on numerous clients together. I’ve never been disappointed by the results Brandpoint has delivered. It was important that we get the news about Nomo and Normal Motion out in a way that was credible and I appreciate the 3-month shelf life of the Brandpoint model. I also believe in integrated approach — shared, earned, owned and paid. It’s not enough to support a client with earned media as it has become increasingly competitive to land stories with a fractured and dwindling media pool from which to choose — and despite that, we have to show results.”
Maria R., Topsail Strategies
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