Collective Measures + Deluxe Win Adweek’s Brand Campaign of the Year

Deluxe Season 5 Small Business Revolution and Collective Measures win Brand Campaign of the Year from Adweek

In the inaugural year of its Performance Marketing Awards, Adweek recognized Collective Measures and multi-year client Deluxe with the Brand Campaign of the Year award.

We’re talking about a (Small Business) Revolution

Small Business Revolution (SBR) is a television series hosted by Deluxe which champions and aids small businesses in select small towns. As it prepared to launch season 5 of the series, Deluxe tapped long-term partner Collective Measures to build a paid media plan designed to drive both awareness and episode views.

Faced with changing media consumption habits as a result of COVID-19, we knew that season 5 required a unique and nuanced approach that was different from pre-pandemic seasons. The CM team deployed a media mix that combined tried-and-true tactics with a slate of new methods to capture audiences whose TV habits had been affected by COVID, including a data-driven approach to linear television, YouTube masthead homepage takeovers, testing on LinkedIn and Facebook, and the use of Cheddar, a new hosting platform. CM’s agile thinking and media mix of old and new tactics proved triumphant, resulting in the most successful plan executed to date.

The numbers speak for themselves. All in, this campaign achieved an impressive +144% YoY increase in targeted impressions and a +208% YoY increase in episode views.

A result of a strong partnership

“We are fortunate to provide services and platforms to millions of businesses across the country, making a difference wherever we can,” said Chief Brand Officer of Deluxe, Amanda Brinkman. “And of course, our partnership with Collective Measures has been an integral piece to Small Business Revolution’s success. We rely on their expert knowledge of the media/digital landscape to craft robust strategies that not only reach our business objectives and goals but thoroughly exceed them. We look forward to many more successful campaigns with them by our side.”

Needless to say, the feeling is mutual.

“There is nothing we like more than partnering with incredible clients like Deluxe,” responded CEO Donna Robinson. “Their team has always embraced the chance to try new media tactics and has continually challenged us to think bigger. We’re so honored to partner with them on this campaign.”

How to learn more

To see how we brought this campaign to life, check out the Small Business Revolution (SBR) series and watch hosts Amanda Brinkman and Ty Pennington work their magic. SBR is available to stream on their website, YouTube, and Hulu. For more information on Deluxe, including their products and services for entrepreneurs and small business owners, visit their website.