Fightclub is a creative agency based in the south of the Netherlands. While still a relatively young name in the Dutch advertising scene, it's not yet part of the industry’s elite. To change that, we devised a bold strategy to make Fightclub top of mind with Dutch marketers. Our approach? Hijack the Marketing100 – the annual list of the 100 most influential marketers in the Netherlands – and create content that went viral on LinkedIn.
The results were remarkable: 41 out of the top 100 marketers shared our content on LinkedIn, tagging Fightclub. The campaign generated over 450,000 impressions and 15,000 engagements. Website traffic tripled, and the agency secured six new clients. The campaign also won three SAN Accent Awards, a Silver Esprix, and two shortlists at the Dutch Creativity Awards.
This success was no fluke but the outcome of a strategic insight that turned seasoned marketers into advocates for an agency they didn’t know. Here’s how: when a marketer makes it into the M100, their instinct is to share the achievement on LinkedIn to celebrate and gain visibility. We tapped into this moment of professional pride and vanity, creating content that marketers couldn’t resist sharing.
We developed an idea designed for social sharing: a glamorous, AI-generated portrait of each professional in the M100. It was a vanity trip they could proudly post, especially because they hadn’t created it themselves—Fightclub had.
And with AI trending in 2023, we leveraged it to create 300 custom portraits in-house within just three weeks.
Watch the case video to see how the AI M100 campaign unfolded.
The Marketing100 organisation even printed 17 of our AI-generated portraits in their 2024 annual.
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