BL.INK Social Media Creative Direction

Situation

BL.INK is a SaaS tool that turns long UTM links into short, pretty, and brandable links. Their product is ideal for marketers managing social accounts, and those who want trackable links from QR codes on menus and print material around the physical world. They were gearing up to take on market leader bit.ly after a brand refresh, but needed help establishing social executions that would catch attention and appeal to their target market.

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Approach

BL.INK was a client of my agency, WILL+WAY. As the creative director, I looked into competitors bit.ly and Rebrandly and how they positioned their features, complaints that digital marketing influencers had, and found some key ways to write about BL.INK’s benefits. I sketched out a variety of unique, high-impact social templates they could use to stand out, and landed on slick animations as a key way to illustrate somewhat complicated features very quickly. I then brought on a team of junior art directors, copywriters, and motion graphics specialists to help bring concepts to life, in 9 weekly executions over the course of several years.

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Results

Between the creative direction and our social marketing strategy, BL.INK overall saw:

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59,000 visitors to website from social over 6 months

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Spikes in follower count thanks to coverage from targeted influencers

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Organic social growing to their second largest referral channel