WARN 75th Report

75TH ANNIVERSARY SOCIAL MEDIA CONTEST KEY METRICS

PRESENTED BY:

TABLE OF CONTENTS The Challenge About HAVEN Approach to Warn 75th Contest Project Goals Contest Assets Unlock the Impossible Brand & Logo Story Results

THE CHALLENGE GAIN AWARENESS AND GENERATE BRAND EXCITEMENT FOR THE NEXT 75 YEARS Warn Industries, preparing to celebrate its 75th anniversary in 2023, was looking to engage its customer and fan audiences in a way that helped to bring awareness to the milestone and generate excitement for the future.

After working internally to develop a logo mark, marketing video and commemorative product, they realized they needed help building a social media campaign to promote the anniversary, marketing video and commemorative product giveaway. They had the substance but needed help creating a campaign identity and marketing plan and additional support to launch and manage the social media campaign– that’s when they approached HAVEN Creative to help bring the campaign to life.

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ABOUT HAVEN HAVEN is an award-winning communications and marketing agency. We help our clients make communication their competitive advantage, connect with their target audience and catapult to growth. We are an experienced team of passionate marketing and communications experts (mavens) dedicated to growing brands through integrated marketing solutions.

Our mission is to make mavens of our peers and partners, which means we strive to share our marketing and branding expertise with our clients to empower them with all the tools they need to create a lasting brand.

At HAVEN, we seek to create inclusive environments that celebrate diversity and leave a legacy. Our creativity is powered by the communities we build and belong to. We are passionate about working with our clients to share their stories because we believe communities are created and celebrated through sharing stories.

Thank you for the opportunity to share yours.

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OUR APPROACH TO

WARN 75TH To create an engaging social media contest that celebrates the last 75 years and excites Warn’s audience for the next 75 years to come. This was accomplished through a campaign logo, landing page, and social media posts.

STEP ONE

STEP TWO

STEP THREE

Develop Campaign Architecture

Design Campaign Assets

Deploy Landing Page and Social Media

Our project began in early June with the simultaneous development of the campaign plan and overall campaign message. Once we established the campaign timeline and giveaway cadence, our team worked backward to set a campaign launch plan. When “Unlock the Impossible“ was chosen as the message, we started building the Hubspot infrastructure, including landing page, collection forms and inbound marketing automation.

Our design team created the campaign logo and the subsequent designs that were used on the landing page and social media, and we were ready for launch! The campaign launched at the beginning of July. We posted regularly on Facebook and Instagram, mixing static imagery and video content to push Warn fans to enter via warncontest.com. We also used winner announcement posts to drive even more traffic to the page and additional submissions.

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S.M.A.R.T. GOALS Through conversations with the Warn marketing team, several goals were identified to help guide the work and results moving forward. S.M.A.R.T. stands for “Specific, Measurable, Achievable, Relevant, and Time-Bound.”

The goals identified included: 5,000 Contest Form Fills 10,000 Contest Landing Page Views 3,000 Facebook Clicks 1,000 Facebook Shares

CONTESTING ASSETS

CUSTOM CAMPAIGN LOGO

HUBSPOT LANDING PAGE & FORM

BRANDED SOCIAL POSTS

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UNLOCK THE IMPOSSIBLE BRAND STORY Before Warn, the impossible was untouchable. Offroading was defined by what was and not what could be. We believe the word “cannot” is temporary and for 75 years, we set the standard and held the bar, turning impossible to the new norm. And we're not done yet.

The winches and off-roading gear of today are old news and we're already hard at work designing gear that will help unlock today's "impossible."

LOGO STORY

Key symbolizes unlocking the future and the impossible.

Mountains symbolize uncharted terrain and challenging impossible.

Continual line drawing to show 75 years and forward movement.

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RESULTS After the campaign launch, Warn received over 1,000 giveaway signups within the first 24 hours and received over 3,000 sign-ups within the first two weeks of the campaign. In addition to sign-ups, Warn expanded its contacts database by nearly 4,000 people.

On social media, Warn saw immediate success from the campaign and, within 14 days, had generated over 1,700 clicks on its Facebook posts about the campaign. On Instagram, the first two weeks saw more than 6,000 interactions. Across both platforms, the campaign posts were seen more than 800,000 times.

FINAL CONTEST METRICS Contest Form Fills: 5,341 Exceeded goal at 106% Landing Page Views: 10,113 Exceeded goal at 101% Facebook Clicks: 3,050 Exceeded goal at 101% Facebook Shares: 502 50% to Goal

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