Cardinal Health needed impactful materials to promote their “Demos and Donuts” program, a virtual product demo webinar.

  • Event promotion
  • Email marketing
  • Paid social media
  • Direct mail

The challenge
Cardinal Health’s “Demos and Donuts” program was designed to increase attendance to virtual product demo webinars. Under the program, Cardinal Health’s current and prospective clients could receive a voucher from Cardinal Health to have donuts and coffee delivered to their home or office to enjoy while watching the webinar. Targeted to independent rheumatology clinics, the program’s goal was to build engagement by breaking through the highly cluttered virtual selling environment and combat virtual meeting fatigue. Cardinal Health approached treetree to develop a marketing campaign to promote the program, including both digital and physical assets that could be leveraged by the Cardinal Health’s sales team.

Web banners

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Solution

treetree developed messaging for the campaign as well as an overarching visual direction that was recognizably Cardinal Health, but with a delectable twist. The centerpiece of the campaign was a direct mail piece that was sent to 200 strategic accounts. We chose a container that mimicked a box one would receive from a donut shop and designed stickers for the outside and the inside of the box with graphics of donuts, sprinkles and frosting to whet the appetite and draw the immediate correlation between the demos and the reward. We created an invitation card for the inside of the box that teased the webinar content and provided a QR code to make registering for the event quick and easy.

Direct mail

Open cardboard box mockup
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73

Webinar registrants

10

Registrants converted to hot leads

5

New opportunities for the sales team

treetree also developed digital assets to reach a greater audience and to reinforce the physical invitation. We wrote copy and designed graphics for email, Cardinal Health’s website, an industry trade e-blast and paid LinkedIn posts. Throughout the creation of each piece of collateral, we leaned into imagery of donuts and virtual work and used creative copy to communicate the payoff for registering quickly.

LinkedIn post graphics

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39%

Registrations after the email

24%

Registrations after the direct mail

75%

Attendance rate, surpassing the industry average webinar attendance rate of 44%