Candybox made the list of the fastest-growing companies in Canada in 2024. Rather than viewing this as just another accolade, Candybox saw it as an opportunity for further growth and decided to connect with the other CEOs on the list. Their goal was to get a 5% response rate, which would result in three companies contacting them.
Candybox understood that CEOs are difficult to reach with marketing messages and that they likely already have relationships with other marketing agencies. So they took a unique approach. Custom videos were created and sent to each CEO with messages tailored specifically to them and their organization.
Each video featured the Candybox CEO and had a celebritory tone complete with balloons, flowers and noisemakers.
However, the agency knew that CEOs might ignore this first attempt. So they planned from the beginning to have a second, follow-up video going out a few weeks later, reminding them that Candybox was still there for them.
This second video, had a very different tone. The balloons were popped, the flowers were dead and Darrell, the Candybox CEO, was crying in heartbreak at the lack of response from the first video.
After the release of the second video, Candybox more than exceeded their objectives. The initial goal was to achieve a 5% response rate, leading to three new clients. However, the results were far more impressive:
The personalized approach, celebratory theme, and strategic follow-up process were instrumental in garnering such positive responses from the CEOs. The high response rate and the significant number of new clients clearly demonstrate the effectiveness and success of the campaign.
