Yellow

How can you turn a nerd into someone cool?

When Yellow tasked us with creating a new integrated lead generation campaign for their Google AdWords, our main goal was to transform their brand perception. Previously viewed as a faceless and unapproachable corporation, we needed to infuse a human element to their image.

What we uncovered

Prior to initiating the campaign, we undertook strategic work on rebranding their AdWords team. Our aim was to present a younger and more appealing face for the company. Ultimately, Yellow settled on the name AdNerds for their brilliant and youthful team of AdWords professionals.

Our course of action

Enter…The Transformation Story. We set to work on crafting a series of digital ads and landing pages that showcased Yellow’s successful customer stories. We found that an individual’s story holds more power than a company narrative, as people relate better to other people.

By spotlighting their young AdWords team and gaining a better understanding of their needs, we matched their customer stories to specific value propositions that resonated with individuals rather than robots.

The outcome?

The campaign generated strong sales leads and greatly boosted staff morale. Finally, the team had a shared vision and sense of purpose. Nothing drives a company forward like a collective ambition.

This project was completed by BallantyneTaylor, the B2B marketing agency co-founded by our director Steve Ballantyne and Greg Taylor.