Increasing customer engagement for VFX platform

The Client

Hotspring is a platform for finding and collaborating with the best VFX creative talent around the world. It empowers creators and companies to build the flexible production models required for the next generation of content creation and scale efficiently. Connecting to a global pool of industry professionals, increasing customer engagement for the VFX platform was integral to Hotspring’s business goals.

Clients can manage their entire VFX outsourcing process through their centralised platform, forgoing endless email chains. The bidding system allows clients to find the talent that’s best to handle their needs. Through their various teams, Hotspring has contributed to projects ranging from Burberry’s Minecraft collaboration to Guillermo del Toro’s Cabinet of Curiosities. 

The Brief

Hotspring asked us to develop and execute a strategy to reach new potential clients, as well as re-engage those who have used the service in the past but are not currently active on the platform.

We designed a multi-channel marketing and communications strategy, incorporating blog content, email marketing, and organic social posts to drive new leads while reconnecting with existing customers. And, following a round of customer research, we created a paid advertising campaign on LinkedIn to drive net-new inbound leads.

The Strategy

Website Content

We drafted and published five blog posts during the campaign period. Ranging from product updates – such as new integrations – to company news and relevant thought leadership topics, these pieces of content were designed to highlight Hotspring’s expanding range of services. Targeting verticals including fashion and mainstream feature films, these pieces signposted Hotspring’s diverse expertise beyond traditional film and episodic VFX, encompassing the Web3 and the metaverse.

Email Marketing

Designing monthly newsletters with brevity and skimmability in mind, we capitalised on website content and product information mixed with project-based news. In addition to distributing fresh content, we used these newsletters to promote features of the platform that users might not have tapped into yet, increasing customer engagement for the VFX platform.

Paid LinkedIn Campaign

We used LinkedIn advertising as a vehicle to target decision-makers at companies that could benefit from using Hotspring’s services. We collaborated closely with the Hotspring team to pin down the persona of their ideal client. Using that as a base, we ran a two-week-long campaign, drawing attention to Hotspring’s range of services and direct traffic to the website.

The Results

5 blogs published on the website

48.2% average newsletter opening rate

Over 10k impressions with an average 1.84% CTR for LinkedIn paid campaign