unleashwd organic content and social media marketing campaign
client name
Content Marketing, Social Media Marketing

The challenge

Distributors are the people behind the scenes committed to supplying our communities. Dirk Beveridge, founder of UnleashWD—a “design, innovation, and strategy firm that transforms legacy distributors into nimble, innovative market leaders”—wanted to highlight the independent businesses that serve as the backbone of the U.S. economy, establishing himself as a thought leader, and building brand awareness for his company.

The cultural climate at the time was very focused on COVID-19-related changes in policies and behaviors, including heavier Amazon usage tied to consumers getting deliveries rather than doing their own shopping. This made the story of distributors more complex, as the focus on independently owned distribution companies had to be framed in a context that illustrated their value alongside giants like Amazon. Additionally, the supply chain challenges that dominated the news cycle during the pandemic and well into 2021 created some negative connotations around distribution that had to be addressed and reframed.


During the summer of 2021, Dirk’s mission was to capture the stories of distributors across the United States to illustrate their value, while positioning him as a thought leader in the space. It was our mission to help spread the word, amplifying the stories he gathered and placing him at the center of conversations around the supply chain, the value of distributors, and other related topics.

The strategy

We created an extensive content marketing strategy to aid the creation of the docuseries “We Supply America.” To help reach the target audience, our team crafted and managed blogs, newsletters, email campaigns, and social media accounts across all primary platforms, including a LinkedIn Live setup for viewings of each episode. On top of the main campaign, we crafted two secondary micro-campaigns:

  • The first campaign, called Without Distribution, included sequential social posts using custom graphics and copy to help illustrate the value of the distribution industry.
  • The second played on the trending topics of the moment (Jeff Bezos stepping down as Amazon CEO, and a renewed interest in space travel and space tourism), with an open letter to the new CEO of Amazon and commentary on corporate values in contrast to those of family-owned businesses (like the many distributors the campaign featured).

The results

Through a 100% organic campaign over 120 days, UnleashWD gained notable brand visibility with:

  • Over 1,300 new followers and 160k impressions and engagements across Facebook, Instagram, LinkedIn, and Twitter
  • Over 1,100 leads generated through live events, email campaigns, and website lead-capture strategies
  • Over 12,000 views for the eight-episode docuseries
  • Over 385,000 video views on social channels
  • Roughly 40k website visits during the course of this campaign

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