Heartland was a legacy player in need of better brand recognition. To get it, we ripped off the rose-colored glasses.

We created a campaign to span from awareness to demand gen, across all business units and product lines by leaning into Heartland’s core differentiator—customer service. Interacting every day with customers in a 1:1 capacity, Heartland understands better than most the messy reality of running a small business. The campaign puts this reality front and center, making audiences feel seen and offering them a lifeline.

Launched in early 2020 the campaign was cut short when COVID changed everything. But it made great strides—in response to the email open and click-through rates our veteran Martech Expert sent out a note, “I’ve never seen anything like this!”