LitAF Creative

For the archiving industry, “boring” is not merely an adjective, it’s a requirement. Boring means nothing happens, ever, and that is the perfect way to do it. When you have to keep documents safe, in order, in a certain humidity and light, just about any event would be bad; therefore, “boring” is great!On the other side, you can’t bore people into buying your product or service, so the marketing must be interesting. Now comes the challenging part, as there are only so many ways in which you can say that you put papers in order and keep them safe.First, we had to analyze and fix the Facebook page. The client insisted on excluding the copywriting from our contract, so we were about to just look it over. And look it over we did. And we were shocked. In fact, our copywriter (yours truly) was so bugged with the copy that he wrote all the copy from scratch anyway, for free. This situation got some laughs from colleagues, but later the client wanted a new website and all the copywriting, so look who’s laughing now… alone.So, for our social media strategy, we do our brainstorming sessions, our coffee breaks, oh, and we structure our plan. We decide on the optimal balance of promotion posts and engagement posts, we identify the client bio and the pain points, and we set to work.We set a few ideas about safety and security, the process, our tools, and people, but most importantly the price; that is the main pain point. As for the engagement part, we let our social media girls create interesting themes. What they came up with was so awesome that we would all wait for the new posts. When the box is so small, the outside of the box is bigger (I know it makes no sense but it sounds philosophical).Our client’s only competitor (Docs 4 Ever), which was very active on Facebook, simply quit social media. They stopped posting since 2022, seriously. And we only took one jab at them directly.

Internal marketing for the second-largest employer in the countyOur client had a monthly fee with the internal newspaper, a stagnant project that just couldn’t be canceled. They reached out to us for improved print paper quality, a completely new design, copy, branding, and some insane lead times, without increasing the cost.And that’s exactly what we delivered, and more. Better paper, faster printing, a design perfectly in line with the brand image, and an exquisite copy were merely the basis for our collaboration. The unmentioned challenge we actually took on was transforming the internal newspaper from a title board into something that people would want to read.After shuffling the paper’s structure, we addressed each section one at a time and we created something fluid, inviting, and exciting. And boy did we create a beast. So much so that we would have complaints if the newspapers were even a day late to reach the workers.The newspaper has since become the perfect platform for announcements as it would now be read. For example, when Eaton wanted to promote their internal app for employees, our partner had the greatest adoption rate in the world.We did not re-invent the wheel. We merely fittingly applied the existing techniques. With leading titles, spill-over articles, balanced structure, copy, and a natural reading flow we transformed the internal newspaper from a monthly expense into a true asset, perfect for reaching the employees as they would now read it, every single page.

"Facebook ads simply don’t work for our type of business."After the initial investigations, we had to deliver the following news to the client: “Don’t work” is an understatement. You are spending $10k a month for $100 in sales. Also, your Google Ads campaigns don’t work either. Your 0.9 ROAS (which is bad anyway) is achieved with the Brand Protect campaigns, which take 1% of the budget and bring 100% of the sales. So buckle up! We have some serious cleaning to do! First, we surgically remove all the wasteful campaigns. We leave the BP campaigns and that’s it. Then, we create everything from scratch. Now, on FB & IG we had ~$50k spent overall which should have given us targeting information, but with ~0 ROAS it meant we had to do our own testing. So, we started split campaigns, A/B testing, and different targeting criteria.With new images, new copy, new campaign styles, and new targeting, we got a 0.3 ROAS. This was great! Now we have something to work with, so we started the optimization. Fast forward 5 months, and we reach a stable ROAS of 3.4, before smashing it with a return of 2000% in January.On Google Ads, it was a different beast altogether. The previous company saw fit as their last act to try and sort out the budget… by limiting the Brand Protect spending. The only campaign that was selling. Great plan, especially since we have a 45% overlap with our main competitor for our keywords!!! So, again, we started our own testing. We had to finally relent on some campaigns, namely display ads, as they seemed to be only working decently with a micro-budget. Even the search campaigns, on an average budget, would bring average results. But the Performance Max campaigns were bringing in big sales, and this was without a product to show. We even managed to get our… configurator to pass the Google product test. Now we were on! A few months later we were at 5 ROAS and smashing it in January with 16 ROAS (without considering the BP campaigns).