We began by creating a campaign designed to showcase the power of Webex and the opportunities it creates when combined with Cisco’s networking and security products.
We defined our audience as “knowledge workers”, which quite broadly means anyone who works within a business who was now using video collaboration tools.
We then overlayed this human definition with business targeting for medium to large enterprises. We knew that security was a key concern for many of these businesses, with everyone now working from home. Security was a key USP for Webex, as our key competitors don’t offer the same security capability as Webex and this leaves them vulnerable to hacks or compliancy.
We focused our campaign on “outsmarting” vs “out shouting” our competitors and focused our strategy on addressable media tactics vs broad ATL media.
We structured our investment by allocating 70% to brand awareness and 30% to brand engagement, driving people through to Cisco.com to bring them into our digital journeys.
The campaign “Bridge to Possible Webex” went live in market in May using addressable media tactics, including Radio, Connected TV, Social, Search and Programmatic with the objective of promoting Webex as a solution that drives flexibility and inclusivity, securely.
We used addressable channels, where we were able to reach people in their homes and online. We used addressable TV vs linear TV to ensure we were targeting the right people. We tested new BETAs such as the LinkedIn Stories format to appeal to consumers and to help address the challenges with work/life boundaries blurring.
Video was our key media channel as this allowed us to deliver our message and show how Webex was enabling people to stay connected during the pandemic across various use cases.
Through the brand videos, we offered a free 90-day full feature trial of Webex for meetings, messaging and calling to support businesses to quickly pivot to operating digitally. For individuals we offered an easily accessible, freemium version of Webex to stay personally connected with their families and friends.
We worked with key local news and business publications as we knew that our audience placed a high degree of trust in their preferred news sites in a time where there was heightened uncertainty and mistrust in government communications associated with the pandemic.