Something Massive

BACKGROUND

Introduce your business and what you do there.

I’m the SVP of a media company called Sinclair Broadcast Group. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Something Massive?

We hired Something Massive to develop a digital strategy and campaign for one of our hit TV shows’ Halloween specials, Buffy the Vampire Slayer. We needed help driving viewership and building brand awareness with younger audiences. 

SOLUTION

What was the scope of their involvement?

First, we met with Something Massive and asked them to present how they’d promote an episode of our TV show to make it a significant event and attract different kinds of viewers. We also asked them to strategize how they’d set the episode apart and make it special, so we could appeal to advertisers and generate more revenue. 

We wanted to promote the musical episode of Buffy the Vampire Slayer because the show only did one musical episode out of 156, and it was a special, popular event when it aired. We wanted to repeat the success of the original episode. When the show was originally produced, social media didn't play a role in building engagement. There were also no watch parties back then, so we wanted to try and introduce the episode to a new audience.

Something Massive came back with a presentation to play into the fan element of the show. Buffy the Vampire Slayer is one of the top ten sci-fi fantasy shows in TV history, and its initial success was driven by fan engagement. Something Massive had the idea to livestream the event while hosting watch parties on Twitch for the three days leading up to the event. 

They handled the execution of the watch parties and created a content calendar. The team also created ad copy, visuals, and other creative elements. We ran ads through the TV network and used keywords on Twitch. They also recruited various Twitch influencers who were part of the Buffy the Vampire Slayer watch parties. During the watch parties, influencers talked about the episodes and interviewed stars from the show. 

We’re currently working together on another event for Star Trek. 

What is the team composition?

We worked with five people from Something Massive, including account managers, producers, and copywriters. 

How did you come to work with Something Massive?

We’d known of them for a long time, but this was our first opportunity to work on a campaign together.

How much have you invested with them?

We invested $75,000 in the partnership with Something Massive. 

What is the status of this engagement?

The campaign started at the beginning of October 2022 and concluded at the end of the month on Halloween.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Our brief wasn’t very detailed, so I was impressed with Something Massive’s ability to come back with a significant idea that they executed well. Their drive to secure Twitch influencers was critical to the project’s success because it got our event in front of a new audience.

The partnership impacted our business in two main ways. The first being that it was important for us to execute the project in a repeatable manner, so we could continue building on it. The project was very successful because we gained publicity and organized the beginnings of a continual campaign or tentpole strategy from a programming standpoint.

Secondly, we’d never orchestrated a campaign via Twitch before. This project allowed us to expand our reach to a new platform, which turned out to be very successful. We saw increases across the board, and each week, the campaign grew stronger. In general, we had about 10,000 people watching the episode at some point. The outcome was significant because the watch parties drove a two-screen experience: one for Twitch and the other to watch the episode. 

We also saw a 10% increase from a ratings standpoint, which could’ve been due to the watch parties or the uniqueness of the musical episode. It was challenging to gauge where the increase in ratings originated, but we were pleased with the increase regardless. 

How did Something Massive perform from a project management standpoint?

They were excellent from a project management perspective. They continuously updated us, sometimes more than we wanted, which was a good sign. We didn’t have the internal support to deliver this project, so we needed them to do everything regarding the campaign, execution, and creative components. Ultimately, they delivered everything according to our needs. We used Trello to manage tasks and communicated via phone and Zoom.

What did you find most impressive about them?

Something Massive afforded us the rare opportunity to communicate with the company’s principals because they’re a boutique firm. Secondly, the team really understood our industry and had the skills to lead our traditional TV business toward the digital space. 

Are there any areas they could improve?

Something Massive was very thorough, but they could've provided fewer updates. 

Do you have any advice for potential customers?

Articulate your goal and your challenges, but don’t worry so much about the brief. They’re capable of helping you regardless of how detailed your brief is, so don’t get caught up in that phase. I also recommend being open to new ideas because Something Massive is good at providing various creative approaches.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO at Gimme Seaweed. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Something Massive?

They provided content marketing services. 

SOLUTION

What was the scope of their involvement?

I’ve worked with Something Massive on several projects. The first was a content development project that involved creating an initial series of recipes we could feature on our website — we wanted to build a recipe section. We needed 10–15 recipes. We also needed a brand video that could be featured on our website. 

As part of the recipe development project, Something Massive held a photoshoot to capture the recipes. They also captured the video they needed to create a branding video over a two-day shoot in Los Angeles. Something Massive then took those assets, edited them, and published them on our website. They also used the footage they’d taken to storyboard, edit, and produce our brand video. 

The other work they’ve done for us includes developing our website content and modules. Recently, Something Massive has helped us hone in on our brand communication strategy, which included our brand manifesto and key messages for our target audience. 

What is the team composition?

We primarily worked with three teammates, but 1–2 teammates have cycled through depending on the work phase. Those teammates included: Michelle (Director, Business Development & Brand Partnerships), Steve U. (Head of Strategy), Jennifer (Head of Accounts), and a copywriter. During the photoshoot, they brought in the creative director and photoshoot manager. 

How did you come to work with Something Massive?

I worked with them at my previous company; they helped me develop that company’s website. So, when I took on the role of Gimme Seaweed’s CMO, I reconnected with Something Massive and started a partnership. 

How much have you invested with them?

This project cost around $90,000. 

What is the status of this engagement?

The recipe content development project with Something Massive was from March–July 2021. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We’re the number one seaweed brand in the US, but we weren’t getting a lot of traffic to our website — our SERP ranking was around 25. Since working with Something Massive, we’ve improved our rankings; on average, we’re ranking within the top 15 results. 

The content Something Massive developed for us has brought us to the first page of results, contrary to the third or fourth page we were on before. We have over 60 recipes generating a lot of traffic; the brand video has also contributed to the increased rankings. 

​​Something Massive has helped us find our brand voice. They’ve guided our communication strategy and laid the groundwork for our success. 

How did Something Massive perform from a project management standpoint?

Something Massive was a pleasure to work with. We’re not the easiest clients because we’re a founder-led company with specific content demands. However, Something Massive was flexible throughout the project, redoing work when we requested. They had a positive attitude. 

What did you find most impressive about them?

Something Massive was a smaller agency, which allowed them to provide a more personal touch. We didn’t get passed along to a junior staff member like we would’ve with a larger company. Instead, Something Massive’s team was very hands-on and stayed involved in the project to ensure we got what we needed. 

Are there any areas they could improve?

I can’t think of anything for them to improve — we had a positive experience with them. 

Do you have any advice for potential customers?

I’ve known Something Massive for years, and they’re fantastic partners. They’re engaged and care about the work they’re delivering. I’ve never felt that they’re pushing to sell incremental work or additional projects. Something Massive is very transparent, supportive, and positive. I’d heavily recommend anyone considering hiring Something Massive to give them a try. 

BACKGROUND

Introduce your business and what you do there.

I’m the social media and content marketing manager for Melissa & Doug Company, a retail company for children’s toys from ages zero to 7–8. Our company is a bit over 200 employees.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Something Massive?

We needed to evaluate our organic social media channels, brand presence, and content performance across those channels. Moreover, we needed to develop a strategy to move forward with our marketing.

SOLUTION

What was the scope of their involvement?

Initially, Something Massive did a historical analysis of our organic social media program. They analyzed how we were telling our story, the kind of content we were posting on our channels, and whether that content was the same across platforms. They also evaluated our growth opportunities and competition. During that discovery phase, Something Massive brought out many insights, ultimately leading to the first rounds of competitive and SWOT analyses of our brand channels.

They looked at our top three competitors and how our content measured up against theirs to represent our strengths, weaknesses, opportunities, and threats. Then, they took those insights to create our organic social media strategy, which covers Facebook, Instagram, Pinterest, TikTok, and YouTube. The strategy outlines our bigger picture as a brand, our opportunities on social media, and how we’ll set benchmarks to measure performance and create content that relates to our brand priorities and monthly initiatives.

In addition, Something Massive is doing quarterly photo and video shoots to use those insights and plan out different content for our social media channels. In the long term, we aim to create a distinct brand story for our social media because we have similar but different audiences on each channel.

They have access to our internal brands’ digital asset manager, where they can share all the raw, unedited footage. They also share all the final versions of everything that goes live across our platforms. Finally, Something Massive does daily community management.

What is the team composition?

We work with Jennifer (Head of Accounts), Natalie (Account Manager), Steve (Head of Strategy), Eric (Head of Marketing & Creative), and Zoe (Head of Production). Additionally, we have a copywriter, a digital designer, and a community manager.

How did you come to work with Something Massive?

They went through the selection process before I was hired. They’d already done another project for us before we hired them for this bigger engagement.

How much have you invested with them?

Our contract runs from March 2022–March 2023, and it’s for $750,000.

What is the status of this engagement?

We started working with them in March 2022, and our relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

All of their work has been well received within our company. Other marketing departments have asked me if Something Massive can execute their project. Even when the task is outside Something Massive’s capabilities, the teams ask me to share the strategy and reports to use those materials as a template for their own marketing channels.

How did Something Massive perform from a project management standpoint?

They provide monthly performance reports. Something Massive uses Hootsuite and Sprinklr to schedule content and handle community management and reporting.

What did you find most impressive about them?

Everything they deliver is high-quality, in-depth, and well-thought-out. Moreover, it’s easy for people outside our specialty to understand, so they truly stand out.

Are there any areas they could improve?

The only thing that bothers me is that I often have to follow up with them on the status of the project. Sometimes I need to nag them to get things done on time. Although part of it is on me because I could be better at managing timelines and expectations, I’m just one person. Since they’re a whole team, I expect that to come from them.

Do you have any advice for potential customers?

Have a clear understanding of the brand’s priorities and what you’re trying to achieve — it’ll make it easier for you to dictate how to come to life in your particular responsibilities.

BACKGROUND

Please describe your company and your position there.

Im the CEO of a CPG Honey company sold in North America.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Something Massive, and what were your goals?

We wanted to upgrade our ads and the strategy behind deploying them on digital media.

SOLUTION

How did you select this vendor and what were the deciding factors?

We interviewed 12 agencies to find something massive. We wanted to work with SM becuase they had original, creative ideas and offered the services that we were looking for.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

Asked SM to present new creative to catch consumer's eye, exemplify Wedderspoon's unique positioning and bring consumer's to our website to be educated on Manuka Honey.

How many resources from the vendor's team worked with you, and what were their positions?

project manager, paid media strategiest, digitial strategist, digitial technician, creative director.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We have recorded industry leading CTR's which is a primary goal of our campaign and have garnered insights on what our consumers respond to in images and messeging.

How effective was the workflow between your team and theirs?

Fairly effective. The SM team responds quickly but i think that we can create a better workflow with a few charts to track spend, etc.

What did you find most impressive or unique about this company?

Their attitude is phenomenal. We have asked the team to do several side projects and to change direction on a campaign and they have responded positively each time.

Are there any areas for improvement or something they could have done differently?

Better tracking and saying no if there are too many project requests.