Our Work
Underground Group helps the world’s most impactful brands reach audiences in unique and compelling ways.
Own the Conversation
Connecting audiences through compelling stories and authentic content
Industry Leaders Trust Underground Group
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Technology
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Case Studies
Forcepoint Minute
About Forcepoint
Forcepoint is the leading user and data protection cybersecurity company, entrusted to safeguard organizations while driving digital transformation and growth.
Objectives
Forcepoint worked with Underground to create a video series highlighting key topics in gated eBooks and White Papers in order to engage their prospects and drive downloads of their content assets.
Results
The Forcepoint Minute video series drove increased engagement on social channels and a significant percentage increase in downloads of gated content assets, resulting in more lead generation.
Burt’s Bees
Objectives
Influencers selected 4 products from Burt’s Bees newest makeup and skincare products and created a blog post sharing their tips and tricks on social channels, driving users to purchase the products at Walmart.
Results
The campaign exceeded the goals of the program. We saw a 30% increase over the impression goal and a 17% increase over the engagement goal.
The campaign resulted in over 2.6 million impressions and over 14 thousand total engagements.
Mazda Life @ 60 MPH
Objectives
Mazda wanted to create excitement around a new crossover vehicle, targeting millennials and thrill-seeking adventurers. They also wanted to activate ad engage customers across the country at local dealerships, events, and destinations.
Results
We created an innovative web series that follows a young couple as they travel from coast to coast in a Mazda, activating audiences through social posts from the road, creating a “live” mobile marketing campaign.
The show successfully reached the target demographic while organically showing off the car features and functionality.
IBM Security Intelligence
Objectives
IBM launched a lightly branded thought leadership site focused on cybersecurity and related topics with a goal of providing analysis and insights on critical topics for the cybersecurity industry. Scaling content production was needed in order to provide readers valuable thought leadership content across multiple topics.
Results
Underground Group provided writers, strategists, editors and client managers with relevant technical experience to help scale content production, resulting in the production of over 200 pieces of content in less than four months.
Essilor / Luxottica - All About Vision
Objectives
Essilor was looking to scale content around prioritized topics for Rx Eyeglasses to drive qualified traffic and conversion. The focus was on building out content for the entire customer journey, maximizing the impact of content to become the leader of Vision territory.
Results
Underground Group worked with Essilor to define content gap opportunities and build an effective investment roadmap to maximize the impact of content on All About Vision and other eCommerce sites. We created processes, defined the required tools, and built workflow to meet Essilor’s requirements, which resulted in a significant increase in conversion across multiple sites.
