On Strategy Showcase Podcast Summary

Title: This B2B Campaign Is a Masterclass in Proving the Effectiveness of a Message
Host: Fergus O’Carroll
Guests:

• Ricardo Perez: Director of Marketing, JC Deco
• Daniela Bombinato: Head of Strategy, David the Agency, Madrid
• Keith Browning: Director of Brand Marketing, LinkedIn

Release Date: March 3, 2025

Introduction

In episode four of the "LinkedIn B2B" series on the On Strategy Showcase podcast, host Fergus O’Carroll delves into a remarkable B2B campaign executed by JC Deco. This campaign serves as a compelling case study on demonstrating the effectiveness of out-of-home (OOH) advertising for B2B marketers. The episode features insightful discussions with Ricardo Perez of JC Deco, Daniela Bombinato from David the Agency, and Keith Browning from LinkedIn, the series' sponsor.

Campaign Overview

Fergus O’Carroll opens the episode by highlighting the unique nature of the JC Deco campaign, which aimed to validate the performance of OOH advertising in the B2B sector. The campaign centered around Marina Prieto, an ordinary 100-year-old grandmother with a minimal social media presence. By strategically placing her 54 Instagram posts across vacant metro spaces in Madrid, the campaign sought to demonstrate the tangible impact of OOH media on audience engagement and brand visibility.

Creative Process and Selection of Marina Prieto

The creative team at David the Agency explored multiple concepts before settling on Marina Prieto as the campaign's focal point. Initially, four creative paths were considered:

1. Sparking a Debate on Tortilla Recipes: Engaging the public in a national conversation about the inclusion of onions in tortillas.
2. Metro’s Lost and Found Storage: Highlighting the quirky items found in metro lost and found through creative storytelling.
3. Marina Prieto as an Influencer: Leveraging an ordinary individual to organically generate interest and engagement.
4. Collaboration with National Broadcaster Broncano: Partnering with a popular media personality to take over metro spaces, albeit with higher risks.

Ultimately, Daniela Bombinato explains, "Marina was chosen because she had an intrinsic charm and a relatable story that could naturally engage the audience without relying on pre-existing influencer status" (26:31).

Notable Quote:

Daniela Bombinato [25:07]: "There's something about grandmas in Spain that touches people. Their caring and loving nature makes Marina a powerful element to bring warmth to the campaign."

Execution: Posters in the Madrid Metro

Marina Prieto's authentic Instagram posts were reproduced as posters and displayed in the Madrid metro system. These posters featured everyday moments—Marina gardening, wearing winter clothes, or enjoying a snack—mirroring her social media content without any branding or call to action. This non-intrusive approach piqued curiosity among commuters, prompting them to seek out Marina's online presence organically.

Notable Quote:

Daniela Bombinato [26:34]: "It looked like an Instagram post with no branding, no call to action. People were genuinely intrigued, wondering who this lovely old lady was."

Results and KPIs

The campaign yielded impressive results, surpassing industry standards for engagement and conversion rates. Keith Browning highlights the key performance indicators (KPIs) that underscored the campaign's success:

• 90,000 Unique Visitors: Marina's Instagram profile attracted 90,000 unique visitors within two weeks.
• 11,000 New Followers: This represents an 11.6% conversion rate, significantly higher than the industry average.
• Triple the Click-Through Rate (CTR): The campaign achieved a CTR approximately three times the standard for digital campaigns.

These metrics provided irrefutable evidence of OOH advertising's efficacy in driving online engagement and brand interaction.

Notable Quote:

Keith Browning [27:53]: "Within two weeks, Marina's profile exploded with 90,000 unique visitors and 11,000 new followers—three times the industry standard CTR."

Reveal at Effies Gala

The culmination of the campaign's success was orchestrated during the Effies gala night, a prestigious event honoring marketing excellence. Without prior announcement, JC Deco and David the Agency revealed their involvement in the Marina Prieto campaign. This unexpected reveal showcased the campaign's effectiveness live to industry leaders, sponsors, and peers, solidifying its credibility and impact.

Notable Quote:

Keith Browning [34:34]: "We unveiled Marina Prieto during the Effies gala, presenting her as a joint effort by David and JC Deco. It caught everyone by surprise and highlighted the campaign's organic success."

Insights and Lessons Learned

The campaign offers several key takeaways for marketers, particularly in the B2B space:

1. Rethink OOH as a Catalyst: Out-of-home advertising should not be viewed merely as a supplementary tactic but as a primary medium that can drive engagement across digital channels.

2. Leverage Organic Engagement: Utilizing non-influential individuals can generate authentic interest and interaction, bypassing the saturation of traditional influencer marketing.

3. Cross-Media Synergy: Combining OOH with digital media can amplify campaign reach and effectiveness, creating a seamless customer journey from physical to digital engagement.

4. Human Element Matters: Incorporating relatable and emotionally resonant figures can enhance campaign impact, making messaging more memorable and engaging.

Notable Quote:

Keith Browning [35:47]: "Rethink the role of OOH as a catalyst for the rest of your campaign. Use it to break through cognitive biases and compel your audience to engage further with your message."

Conclusion

The JC Deco campaign, through its innovative use of OOH advertising and the charming narrative of Marina Prieto, exemplifies how B2B marketers can effectively demonstrate the value of their messaging strategies. By seamlessly integrating traditional and digital media, the campaign achieved outstanding engagement metrics and industry recognition, offering a masterclass in strategic marketing execution.

Final Remarks:

Fergus O’Carroll [38:15]: "It's just wonderful, wonderful work. Thank you both for sharing this wonderful story. It was wonderful to hear it."

For more detailed insights and visuals from the campaign, visit OnStrategy Showcase.