Your customer doesn’t care about your brand.
They care about their experience with your brand.
Discover how a strategic event reshaped the way Impressive’s brand was perceived.
THE CHALLENGE
Impressive Breakfast transforms brand perception – and closes new deals.
It was 2019. Pre-COVID. Pre-AI hype.
I was leading the content team at Impressive Digital, newly stepping into our internal marketing strategy.
The agency had recently expanded into marketing automation, and we needed a way to showcase that we weren’t just another tactical ads agency. We were a full-service growth partner.
THE STRATEGY
Host a live in-person event.
THE FOCUS
Personalisation.
(Back when personalisation was at its peak, but often confused with gimmicks rather than genuine value – a lot like how “AI” gets slapped onto everything today.)
THE GOALS
- Build brand authority
- Create a memorable experience
- Deliver measurable business outcomes
How Wordcraft helped
Disclaimer: This ‘case study’ was pre-founding of Wordcraft. But the experience is what you can expect when working with us.
I led the content and messaging strategy for the campaign, collaborating with our Events Manager and newly-appointed Automation Manager.
Key elements delivered:
- Ebook
- Key note presentation
- Landing page and emails
- Paid media ads
- Integrated campaign management
Our north star was simple:
Good personalisation is about creating valuable, frictionless experiences – grounded in a strong, consistent brand story.
Key takeaways & results
Our target was to bring in enough new business to “break even” on the event, which we exceeded by 67%.
✅ x2 expected number of attendees
✅ x1 new client closed
✅ x3 additional influenced deals
Most importantly, the event redefined Impressive’s positioning – from a tactical ads agency to a trusted growth partner, focused on brand, customer experience and strategy.
💡 Consistency builds memory
The Impressive brand was reinforced at every step – emails, the ebook, event collateral, landing pages, speaker presentation – creating a seamless, memorable experience.
💡 Emotional pull matters
Storytelling and brand truth (it’s about their experience, not your brand) resonated far more deeply than a product or service pitch.
💡 Personalisation isn’t just data – it’s strategy
Great brands balance broad relevance and individual relevance – not by chasing every micro-persona, but by anchoring every interaction in the customer’s real preferences and behaviour.
TL;DR
Goal | Solution | Attendance | Revenue | Impact |
Launch first live event, drive new revenue | Story-driven campaign anchored by ebook, keynote and full content suite | 60+ attendees (double the expected) | 1 new client, 3 additional deals influenced, exceeding revenue target by 67% | Elevated brand perception from tactical agency → strategic growth partner |
Ready to tell your story?
Let’s make an impact together. Book a discovery call with our resident storyteller and let’s craft the right solution for your brand.
