SOCIAL FIRST CAMPAIGN + ACTIVATION FOR IBM CSUITE STUDY
CHALLENGE
Digital transformation can create potential pitfalls for businesses—but also significant opportunities. The Institute of Business Value publishes over 100 annual, quarterly, and monthly topical and role-based reports to help the enterprise transform.
Their big moment is the biannual, C-Suite Study, their equivalent of a McKinsey Report. Our challenge was to create a templated design for the study and also a templated launch. Typically, the CSuite Study launches in PDF format with a website and key art, a single moment, reflecting older marketing tactics.
THE DESIGN
SOLUTION
For this launch of the study, we wanted to take a social first approach and create a template for the future that could also be an effective sales tool for 120,000 consultants. We also oversaw the design of the study.
Inspired by the 100 Days of Happiness and the 100 Days Challenge for Leaders, we created 100 Days, 100 Opportunities. For 100 Days, we shared 100 Opportunities: stories, insights, and data we gathered for the study from over 5000 CxO’s who’ve envisioned the future, taken bold risks, and seized their moment. We also launched a hero film to promote this launch that was shown at Mobile World Congress in partnership with CNBC.
LAUNCH VIDEO
THE CONTENT: 100 DAYS OF INSIGHTS
WEBSITE DESIGN & ACTIVATION
RESULTS
Social
5.2M reach and 14.5M impressions from 2201 mentions by 1150 users
Website
7,146 unique visits over first three days in market, roughly 2X what the C-suite study website drove in total across all of 2018
Video
8000 views in 2 days
