Content Marketing Case Study
Pantone Engages Key Audiences with a Full Funnel of Color Stories
With over 10,000 color standards, Pantone provides the universal language of color for textiles, apparel, beauty, interiors, architecture, and industrial design. Connecting with so many personas, industries, and business lines requires a versatile content marketing program that spans brand color consulting, fashion design trend forecasting, color collaboration tools for designers, and more.
It’s critical that each of Pantone’s target audiences has a personalized journey full of insights, expertise, and emerging trends to keep them ahead of the curve. To create those journeys, Firebrand tackled Pantone’s entire content funnel, across a variety of channels, as an integral part of Pantone’s Color of the Year campaign, Fashion Color Trend Reports, Pantone lifestyle marketing, and partner collaboration campaigns.
Key Results
Engaged 580,000+ active users on Pantone’s 2024 Color of the Year landing page experience
Engaged 300,000+ active users on targeted landing page experiences for Pantone’s biggest personas: Fashion Designers and Graphic Designers
Developed and executed a strategy to accelerate brand loyalty and repeat purchases with Pantone’s first-ever customer onboarding email nurture
Supported the unveiling of Pantone’s 2024 Color of the Year, Peach Fuzz, and Pantone’s 2023 Color of the Year, Viva Magenta, with speeches for Pantone leaders and partners
Amplified Pantone’s market leadership with feature stories and interactive lead generation content for collaborations with The Marvelous Mrs. Maisel and The Color Purple
Approach
Validate Pantone’s market leadership with case studies and feature articles that highlight Pantone’s work with popular brands including Avocados From Mexico, Kate Spade New York, Valentino, H&M, and Barbie
Educate potential buyers and partners with a series of articles detailing Pantone’s various color systems
Drive sales with banner copy, seasonal Gift Guides, sell sheets, and optimized product description pages
Expand Pantone’s B2B presence with website pages targeted to potential Color of the Year partners
Engage customers and leads with ongoing email marketing strategies and best practices
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