Stable
Role: In-house Brand Design, Creative Direction, Motion Design
Marketing team: Andrea Salerno, Anya Aksenova, Geoff Horsfall
Marketing team: Andrea Salerno, Anya Aksenova, Geoff Horsfall
The Opportunity
Stable is a rapidly growing SaaS startup, specializing in virtual address and AI mailroom solutions for businesses of all sizes. With a new marketing team and a freshly minted logo and brand identity, we were ready to showcase Stable's offerings and position the brand as the frontrunner among competitors.
The approach
Our team set out to launch a suite of new marketing activations — including feature videos, new product landing pages, an OOH campaign, and a thought leadership campaign.
For Stable's first out-of-home, we went all in on scale, featuring a giant, looming envelope to create emotional friction in calling out the visible frustration of missing a deadline when managing mail. Along with the physical OOH placement, we ran an accompanying social ad campaign with the same creative.
The campaign struck a nerve with audiences, resulting in a 3x increase in branded search prospect and org volume, a 2.5x rise in conversion rate, and a 220% rise in prospect creation.
The goal of Stable's Hidden Costs campaign was to turn an invisible problem into something undeniable. It centered around Stable's un-gated, online report that exposed and quantified the inefficiency and buried costs of managing physical mail for businesses. For the creative angle, we leaned in on the tactility of the paper textures that were part of Stable's core visual identity. Torn, peeled paper revealed statistics and workflow pain points, building on a visual sense of disruption and tension that could quickly catch the eye.
We published the report along with a launch of an organic LinkedIn campaign and paid ad campaign, in which ad creative drove more than half of the report page visits. The result was an all-time high in Talk-to-Sales form fills (up 80% WoW), and a 60% increase in click-through rate for the report page. The report also earned a 5-minute average time on page, more than doubling the blog average.
