John C. Maxwell is a #1 New York Times bestselling author, coach, and speaker who has sold more than 26 million books in fifty languages and trained over 6 million leaders worldwide. In 2018 we were selected by John’s senior leadership team to market nine of his core products. This included the launch of his book, The Leader’s Greatest Return, and live Atlanta event Live2Lead, which included special guests, Rachel Hollis, Marcus Buckingham, Chris Hogan, and Angela Ahrendts.
Digital Marketing
Copywriting & Messaging
Design & Custom Graphics
Facebook Advertising
In total, we worked on four main areas of the business: (1) digital marketing, (2) copywriting and messaging, (3) design, and (4) Facebook advertising. For digital marketing, we developed email and social media campaign strategies, and conducted psychographic research and developed buyer personas. For copywriting and messaging, we wrote copy for email campaigns, product landing pages, course descriptions, social media posts, and supplemental learning materials, like the Growth Map for John’s Complete Digital Library.
Working in partnership with publishing powerhouse, Harper Collins, and John Maxwell’s Director of Personal Leadership Solutions, we developed three full digital marketing campaigns for John’s book launch in December 2019. These campaigns included strategy development, email copywriting for 16 emails, social media copywriting for 70 posts across Twitter, Facebook and Instagram, custom designs for emails and social media posts, and full Facebook ad management, including strategy, copy, and creative.
We delivered two full digital pre-order campaigns, and our Facebook ads drove 250K users to the Harper Collins product page and generated 24M impressions. For the third book promotion campaign, which was a Facebook live event featuring Adrienne Bankert, Tom Golisano, Gerard Adams, and Dave Hollis, we attracted over 2K people from all over the world to attend.
In total, we worked on 11 campaigns for nine different products, ranging from live and digital events to courses and books.
In total, we worked on 11 campaigns for nine different products, ranging from live and digital events to courses and books.
In total, we worked on 11 campaigns for nine different products, ranging from live and digital events to courses and books.
In total, we worked on 11 campaigns for nine different products, ranging from live and digital events to courses and books.
In total, we worked on 11 campaigns for nine different products, ranging from live and digital events to courses and books.
9 Products & 11 Campaigns
In total, we worked on 11 campaigns for nine different products: Live2Lead in Atlanta, Leader Core, Leadershift, Advanced Growth System, How Successful People Think, The Complete John C. Maxwell Digital Library, John’s book launch for The Leader’s Greatest Return, including his Facebook live event, and last, the digital course for The Leader’s Greatest Return.
Lifetime Statistics include 5.81 Ad Conversion
We played a critical role in advertising John Maxwell’s products on Facebook from January 2019-March 2020. We saw a 5.81 total conversion rate on their ad spend. We generated 45M impressions and reached over 10M users. The total CPC for the lifetime of working with John’s brand was an average of $0.18 and we produced over 700K clicks.
4.86 Return on Ad Spend
For John’s book launch, The Leader’s Greatest Return, we produced a Facebook ad campaign, including strategy, copy, and ad creative, that reached 7.6M users, garnered 24M impressions, generated a 5.20% engagement rate, with a CPC of $0.01. From March 2019-March 2020, we generated a 4.86 return on ad spend.
Doubled Attendance for Live Event
As a result of our partnership, for Live2Lead 2019, John’s team saw the in-person attendance double and it has been the most well-attended event to date. For the Live2Lead event, we conducted market research and developed buyer personas that were used in the Facebook advertising campaigns.