Trustpilot is a reviews platform that helps customers shop with confidence, and helps businesses improve their offerings by providing key trust-based insights.
Trustpilot is on a mission to become the leader in trust – even when it’s unpopular. In a world where deep fakes, online scams, and fake news run rampant, they are a source of truth, transparency, and trust for consumers as well as a tool for businesses to grow and improve.
THE CHALLENGE
While both businesses and consumers agree that trust is important, there’s a growing divide between the two when it comes to where they stand to each other. What’s more, businesses don’t know just how important trust is. It’s not just a feel-good metric; the more trusted your business, the greater revenue it’ll drive.
That’s why our goals were to:
- Lay the foundations for a multi-year, multi-channel campaign using proprietary Trustpilot data to convey the emotional benefit of trust for businesses and consumers
- Increase awareness among key business segments of the ROI of trust
- Drive MQLs via full-funnel activity and content
- Drive SQLs via booked demos
THE RESULTS AT A GLANCE
5,000+
leads
MULTIPLE
pipeline opportunties
200% ROI
on campaign investment
10M
impressions
WHAT WE DID
INSIGHTS & STRATEGY
NO MATTER YOUR INDUSTRY, YOU’RE IN THE BUSINESS OF TRUST
90% of business leaders saying customers highly trust their business, but only 30% of consumers saying they actually do. In a landscape where stakeholder scrutiny of costs is at an all-time high, this trust gap highlighted the need to create a business case for trust investment.
Two key insights shaped our approach to crafting the campaign:
- The growing trust gap between businesses and consumers highlighted the low levels of awareness on the subject across all industries
- Trust is a notoriously nebulous concept, making quantifying it quite the tricky proposition. However, proprietary Trustpilot data and a commissioned Forrester showed that the higher a company’s TrustScore on the Trustpilot platform, the higher levels of revenues they’d likely see
BIG IDEA
ENTER ‘TRUST SIGNALS’
The ‘Trust Signals’ platform does exactly what it says on the tin. By highlighting the many ways brands can monitor reputation, sentiment, reviews, and ultimately, trust on Trustpilot, we showcased how the platform provides actionable signals to invest in to earn trust and improve commercial performance.
Since our concept hinged on the critical importance of trust in business dealings, Trustpilot partnered with some of B2B’s highest-profile thought leaders. With research commissioned from the likes of Forrester, and podcast episodes and articles discussing our findings published on AdAge and Marketing Week, we took audiences on an educational journey – showing them how trust directly correlates to future growth, and why Trustpilot is the most actionable and effective way to harness it.
EXECUTION
SOFTEN THE BEACH FIRST, STORM THE CITY LATER
We took a two-phased approach to our full-funnel strategy to get into market quickly. Phase one teased key pieces of upcoming research and data to start increasing awareness of our key messages and driving interesting in the upcoming studies, webinars, and industry events.
Phase two was where we brought in the big guns. With a Trustpilot commissioned Total Economic Impact™ (TEI) study by Forrester, and additional media partner activity and content, we amplified our findings for mid-to-lower funnel activity across:
- Forrester TEI webinar
- Repurposed research from London Research Report and Kantar
- AdAge: Marketing’s Brief Podcast Sponsorship, Custom Podcast Episode, Publishing Partner Article, and Display Campaign
- Marketing Week: Marketer’s Manual article, Display Campaign, and Webinar
- Stacked Marketer: eNewsletter placement promotion
The visuals and messages of the campaign are helpful, empathetic, and fun. That isn’t an easy thing to do when tackling a complex subject based on data and financial return proof points. The campaign maintained the emotion and creativity that B2B audiences deserve.
James Eddleston
Senior Director, Performance Marketing, Trustpilot
RESULTS
5,000+
leads
MULTIPLE
pipeline opportunities
200% ROI
on campaign investment
10M
impressions
We enjoy what we do
And we don’t mind saying we’re good at it.
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