What’s the difference between marketing campaigns that fizzle out after launch and ones that create genuine momentum? It’s not bigger budgets or flashier creative (though those don’t hurt). It’s building something so compelling people actually want to get involved.
Kevin Branscum, Senior Director of Brand Marketing at Typeform, recently cracked this code with their Get Real campaign, which featured a creative twist on a state-of-the-industry report. Kevin joined us on the Best Story Wins podcast to break down how Typeform used a multi-layered campaign approach to build awareness and increase their cool factor, reminding us that the best campaigns aren’t just about immediate attribution; they’re about creating something bigger than your brand.
Get Real: A Case Study in Creativity
How do you start a brand conversation without talking about your brand? It’s a tricky thing to do, but with a background in marketing for fashion brands like Revlon and Michael Kors, Kevin knows how to create the kind of cultural moment that builds on itself (even in B2B). Hence, the Get Real campaign wasn’t inspired by the usual B2B brainstorming session. It was inspired by reality TV.
Kevin noticed that camera-facing reality TV confessionals, as well as the rant format so prolific on platforms like TikTok, were becoming more popular in the culture at large. So he came up with an idea. He already wanted to survey influencers, marketers, and consumers to get their real thoughts on the state of influencer marketing. But what if he could spice up a potentially dry data report by inviting people to use Typeform’s video tool to gather additional hot takes via video format?
It was different. It was creative. And it was risky. (Kevin says he even pitched this idea to his CEO and CFO using pictures of NeNe Leakes from The Real Housewives of Atlanta.) But it paid off in a big way for both the brand and its community.
- Typeform sourced answers from many eager participants, which they turned into an interactive report that showcased the insightful data.
- Participants got personal experience with Typeform’s platform and tools, putting them directly in the driver’s seat.
- Influencers and industry pros jumped at the chance to contribute their hot takes and—even better—eagerly shared them with their personal networks, expanding Typeform’s reach while adding more engagement and authenticity to the campaign. (It was so popular Kevin says people were writing about it on LinkedIn and messaging the brand and other influencers to find out how to participate—a level of engagement you can’t even buy.)
- Typeform ended up with a far-reaching campaign to use as a customer success story and replicate for other topics.
In the boring world of B2B, where too many marketers are scared to break the mold, Typeform’s Get Real campaign is the perfect example of why experimentation is so important to any marketing strategy. So what can you learn from Typeform’s success?
How to Create B2B Campaigns That Build Momentum
From designing for multiple engines to thinking beyond direct response, here are the key ways to brainstorm a creative campaign and keep generating momentum after launch.
1) Design campaigns that fuel multiple engines simultaneously.
According to Kevin, most B2B campaigns are hurt by internal siloes. Campaigns aren’t necessarily cohesive; they’re just cut down into different parts: email, social, site, etc. Kevin took a different approach with the Get Real campaign, creating an intentional, cohesive ecosystem that was tailored for certain channels (e.g., creating hot takes for social as opposed to simply republishing portions of the report for social). This approach maximized the content’s impact and started conversations that something like a simple infographic likely wouldn’t.
Tip: Before launching your next campaign, map out how each component of the campaign contributes to your larger goals and identify the channels/formats that can best serve them.
2) Create something bigger than your product.
Kevin pitched an entire brand campaign that was not actually about the brand. The Get Real campaign focused on influencer marketing trends, not form-building features. But that’s exactly why it worked.
By making the campaign about an industry topic that people cared about, and using Typeform as the vehicle, they created a unique experience and got people talking. This helped grow their community, increase their credibility, and create more connections.
Tip: Instead of making your next campaign about your product’s features, look for ways to center it around an industry conversation your audience is already having.
3) Build in organic distribution.
The smartest thing about Typeform’s approach? Kevin says they didn’t put any paid spend behind sourcing answers to the survey.
Instead, they designed the campaign concept to be inherently shareable. Influencers weren’t just taking the survey; they were sharing their video responses, which drove more people to participate. This helped Typeform get 1,300+ participants to take an 8-minute-long survey.
Tip: Design your campaigns with built-in sharing mechanisms. Ask yourself: What would make someone want to participate and tell others about it?
4) Think long-term impact, not just launch metrics.
While most marketers obsess over immediate campaign performance, Kevin played a longer game. The “Get Real” campaign wasn’t designed to start and stop like a traditional ad campaign. It created a research asset they could leverage for months, established relationships with new influencers, and positioned Typeform as a cultural player in their space.
Kevin knew it would amortize over time and deliver long-term value, which they saw play out in their subsequent brand and awareness perception survey. (The word “cool” went from #6 to #1 as a brand descriptor.)
Tip: When pitching campaigns, think about the long-term or spinoff assets you’ll create to maintain momentum months after launch. This will help you expand your impact and justify any additional investment.
How to Create Campaigns People Actually Want to Join
The most powerful campaigns don’t make people look; they make people want to be part of something bigger. And although that kind of momentum can’t be bought, it can be designed
Ultimately, the goal is to create something so compelling that your audience comes to you. That means tapping into conversations and cultural flashpoints that go beyond your brand and right to the heart of what your audience finds interesting and meaningful. Do that well, and you’ll have Typeform-level success.
Want to hear more about Kevin’s campaign strategy? Check out our full conversation on the Best Story Wins podcast.
