250% Lift in Qualified Leads
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.
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.
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 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.
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.