• A Global 100 software company wanted to strengthen its organic search position

Solution

Recommended a unique approach that combined two key elements:

• The power of peers in influencing B2B buying decisions
• The power of video in influencing online search

Customers shared success stories in simple videos, in their own words—not in “marketing speak.” By combining efforts of several other agencies, we created a comprehensive solution inclusive of consumer intent modeling, content planning and strategy, creative development, video editing and production, and a proprietary video tagging, packaging and distribution, and, of course measurement.

Results

• Produced more than 120 videos showcasing agency client’s customers, partners and employees sharing what the technology had enabled in their own organizations.
• Delivered over 278,000 total hits in 25 months on client’s dedicated YouTube channel
• CTRs to corporate site were far higher than traditional tactics (for example, 4x better than banner ads)
• >10k video views per month on average
• >2500 lifetime views per video (only 20% of videos on YouTube make it to 500 in their lifetime)
• Achieved significantly higher engagement rates

Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

After unifying several server platforms into a single brand, this Global 100 hardware manufacturer needed an elegant way to unify its diverse customer base.

Solution

Give people in the many and diverse user groups “bragging rights” to share how they had used the technology to achieve results.

• Created a versatile concept to support telling the story from any point of view
• Quickly produced a library of customer story videos showcasing customers sharing their stories
• Extended approach wide variety of launch support materials, from T—shirts to presentation templates to signage.

Results

• This campaign quickly went “viral” because it resonated so well with client’s customer base all around the world that. In fact, the client’s customers were asking to participate—a very unique experience in gathering customer stories.
• The client’s geography—based marketing teams not only embraced the concept, but also used it in English, rather than translate it into the local language. One team even took the campaign on the road, designing a bus wrapped in the creative.
• One marketing manager in the United States declared, “I have never seen a creative that worked in Asia exactly as designed by worldwide, ever for an IBM launch!”

Providing enterprise technology solutions to businesses around the world, this software company wanted to decrease the cost of producing its marketing communications materials, while improving the quality and consistency.

Solution

• Collaborated with multiple teams to develop robust, standardized set of project briefing templates, so one brief would inform all activities from events to demand generation to sales enablement.
• Introduced a phased deployment plan and with lots of internal education to gain higher rates of adoption, and build a base for rapid expansion to an entire company division.

Results

• Reduced time to delivery and cost of producing sales enablement materials.
• Improved investments in messaging by ensuring proper use of messaging in development of sales enablement materials.
• Agency’s recommendations became foundation for corporate-wide standardization and automation of content development.

Rapidly produce a set of high-impact videos to showcase a major server platform launch event for a Global 100 hardware manufacturer.

Solution

• Defined core messages and aligned them with a rapidly-evolving brand platform, and then worked collaboratively with several client teams to ensure everyone had buy-in.
• Developed a visual storytelling approach to bring the advertising platform to life, in a high-impact short animation for the initial launch, and a storytelling video that showcased the technology and real-world customer points of view.

Click here to view the embedded video.

Results

• Launch videos and supporting pieces delivered in record time and with greatest impact.
• Videos were so successful they were quickly translated into multiple languages and used at launch events globally.
• Adoption by marketing teams around the world was enthusiastic and rapid, which hadn’t always been the case.

A global enterprise hardware and software company was challenged with engaging sellers in supporting a new offering—sellers were skeptical about market receptivity yet needed to quickly ramp up product introduction.

Solution

• Developed a peer enablement approach based on sales best practices attuned to real market needs
• Enabled sellers to share their successes and challenges with each other by creating a YouTube—like social platform for the seller community and seedeing sales offices with flip cameras
• Mined the seller community to discover and develop repurposable content and tools that pulled the sellers together as a community

 Results

• Sellers were very responsive and readily adopted tools
• Program format has been replicated in other seller communities in the company