Placing IT at center stage
Our successful efforts to date had been all about user negligence. But this time the focus needed to be more on IT – the unsung heroes of business. So we collected a trove of strategic insights on what IT pros love, hate, and love to hate. Their shared attitudes and experiences would need to drive the material in order for it to ring true.
Drop the bass – not the ball
The winning idea was an irreverent tongue-in-cheek music video — what better way to make IT pros the star of the show? And only one genre could convey all the info we needed to get across in two minutes’ time: hip-hop. The pitfalls (cultural and otherwise) were daunting, but we swung for the fences, partnering with a Grammy-nominated music house and an East Bay hip-hop dance company. And the video included moments where the IT recipient’s name and employer would appear seamlessly, as if they had been part of the production.
Number one with a bullet
The resulting song and video, “I Fixed It – You’re Welcome (Leave Me Alone)” was a resounding hit with the target. The client was so excited that they had us design promotional swag including mugs, stickers, and embroidered polo shirts for them to use as follow-up materials. It was a bold step into the arena of customized content, and we continued our record-setting streak with an 80% video completion rate, 75% CTR, and 30% of our audience watching the video multiple times. After rendering over 600,000 personalized versions of the video, organic sharing began to drive lift across other Lenovo-owned channels. Not only did this campaign triple Lenovo's benchmarks for engagement KPIs, but the music video was credited with 50% of all Market Qualified Leads for two straight quarters in a row (and counting).