Users happen
How do you grab the attention of marketing-averse IT pros and increase MQL’s by 250%? By speaking their language and building compelling stories that connect with their day-to-day work life.
The tear down
Our research revealed a fun insight: IT people love to share war stories about the bane of their work life: users. Knowing this, we created a campaign centered around commiserating with IT pros and their hapless users.
The rebuild and back-up
The multichannel campaign included video spots, e-book “survival guides,” and plenty of omni-channel executions, featuring absurdist situations and a touch of “all-too-real” tech abuse.
Engaging options
The integrated campaign played out in a series of videos and a collection of four tongue-in-cheek illustrated “Survival Guides” — with one foot planted in reality and the other in absurdity — for IT viewers to enjoy and commiserate over. The campaign content was distributed through an omni-channel strategy spanning banners, pre-roll, native, social, email, and Lenovo.com.
Showcasing fails led to success
- 250% lift in qualified leads
- 87% Video Completion Rate
- Activated over 91,600 out of 185,000 dormant leads (target = 34,000) in one quarter
- 65% of all leads generated had been exposed to the videos we produced
- Winner of 17 B2B Marketing awards
“When we need work that stand outs and gets attention, we rely on Traction.
And with 'Users Happen' it got more than just attention—it got results"
Michael Ballard
Digital Marketing Manager, Lenovo North America
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