The solution
AKC Marketing created “Our B.S. Smells Like Oranges,” a cheeky, sensory-driven direct mail campaign designed to turn a product message into an experience.
Instead of sending another promotional item, Rovensa Next delivered fresh oranges directly to the offices of 70 targeted ag retailers and dealers. The unexpected package immediately created curiosity, while the headline connected the oranges to OROWET® technology and its proprietary orange oil active ingredient.
AKC also developed a three-email follow-up sequence for Rovensa Next's sales team that teased the delivery, confirmed receipt and created an opportunity for representatives to continue the conversation.
The result was a multi-touch campaign built around a simple idea: give retailers something they wouldn't expect, make them curious, and give sales representatives a natural reason to follow up.
"I didn't know about your product until this wonderful box arrived."
