Situation: At Lockheed Martin, known for being a weapons manufacturer, an April Fools' joke was a novel concept. As part of the Space line of business, our team had the unique opportunity to execute this idea.
Task: The objective was to create a multi-channel April Fools' campaign that would also promote our new newsletter, "Gateway to Space," and leverage our first use of HubSpot.
Action: Collaborated with the in-house creative team to conceptualize a faux product launch - a new perfume. Coordinated video and image assets, managed ad targeting and buying on social platforms, and controlled the campaign spend. Launched a teaser video a week prior and revealed the prank on April Fools' Day with a comprehensive video, driving traffic to a landing page for a fragrance sample giveaway and newsletter subscription. Additionally, collaborated with the tradeshow team for physical perfume giveaways and utilized a documentary-style video about space to enhance engagement.
Result: The campaign successfully gathered about 19,000 email addresses, significantly benefiting both government/military and recruitment target audiences. It also resulted in the highest performing landing page on Lockheed Martin’s website, with over 250,000 visits.
Earned Media:
https://www.westword.com/news/lockheed-martins-epic-smell-of-space-prank-11295971
https://www.space.com/lockheed-martin-space-smell-vector.html
Associated Assets: