Retention Play: Experiential Marketing

Goal: By November 2020, nearly a year into pandemic lockdowns, digital fatigue was real. The goal of this campaign was to break through that noise and deepen connections with high-priority enterprise accounts by creating something that was fun and genuinely human.

Overview: We brought Iron Chef Geoffrey Zakarian into the homes of our most important enterprise customers for a virtual Thanksgiving cooking masterclass. Working closely with sales, we built a tiered invitation strategy that prioritized key stakeholders through highly personalized outreach.

Results: The campaign helped us foster genuine rapport with customers that represented over $60M in ARR, and at a time where that seemed impossible. The response was remarkably personal, with sales reps receiving thank-you notes and phone calls long after the event concluded. The initiative proved that prioritizing quality over volume, when the opportunity allows, turns a brand into a lasting memory and builds far more resilient relationships.