62 Integrated Branded Content Campaign

Small Business Revolution

Online streaming takes Deluxe Corporation mainstream
by championing small businesses on Hulu.

Watch The Video

The Challenge:

Rebrand a company known for printing checks into a modern business consultancy. How does a 100-year-old company known for printing checks end up producing a must-watch TV show—and reinvent itself in the process? Deluxe had evolved, offering marketing services to small businesses across America. The problem was, their awareness hadn’t evolved with them. With a budget dwarfed by deep-pocketed competitors, Deluxe needed to outthink—not outspend—their way to relevance.

The Idea:

Double-down on storytelling with a show on Hulu.  Deluxe made a big bet by reallocating its advertising spend toward a new program – the Small Business Revolution – that put their target audience in the spotlight. Through a nationwide contest, Deluxe would invest $500,000 and thousands of hours of work into revitalizing the businesses in one small town. It comes to life on a reality show starring Deluxe’s marketing experts, including Chief Brand Officer Amanda Brinkman, and celebrity co-hosts like renovation icon Ty Pennington. The show streams to Hulu’s millions of subscribers and has out-performed network-funded competitors five to one. 

The Results:

The bet on a content campaign pays off.   In 2019 alone, more than 1,000 news stories generated 1.3 billion earned impressions. What’s more, celebrities, athletes and politicians publicly campaigned for votes to help small towns in their quest to be featured in the series—as the Small Business Revolution continues to create an army of grassroots ambassadors. The campaign has allowed Deluxe to increase its reach by 14 times compared to its earlier traditional ad-driven approach.