IBM’s main campaign objective was to inform and educate IT professionals on how they can outthink business challenges with the help of IBM. With a staggering amount of information available every day, IBM wanted to show how their cognitive systems can create real, smart solutions in the business world. IBM were looking to engage with their users by bringing their content to wherever their audience was reading about business, the industry and the cognitive era.
From Vibrant’s perspective it was important to provide IBM with a solution that would enable them to showcase and connect their great content with the right consumers. With this in mind we recommended the Mosaic 2.0 solution for this campaign: a purpose built format, which provided the brand with a unique opportunity to present their content in an interactive linear fashion. The Mosaic 2.0 format also ensured IBM’s brand message was completely viewable due to Vibrant’s unique targeting and user initiation. The campaign ran over our premium IT pro and Business verticals, and allowed the content to reach the most relevant audience. A large amount of content directed consumers to the IBM website, and included educational videos, articles to entice the audience to find out more, and social feeds to enable brand conversation to be generated.
With the mosaic format being geared towards generating a high user engagement, Vibrant was able to help IBM reach their campaign goals successfully. With the cognitive Oncology tile driving he most traffic to the site and the Frank Abagnale IBM Watson on Security video receiving the highest CTR, it is easy to see that the content resonated extremely well with an IT professional audience. By positioning key articles alongside relevant videos and social conversations, IMB were able to significantly boost interaction and drive traffic through to their site.