Cisco

Cisco

Sometimes it’s better to leverage what’s already out there.

We were challenged with announcing the launch of the Network Convergence System, aka the thing that will power the Internet of the future, on Vine and YouTube. So we simplified our message and partnered with a select group of established Viners to describe the Internet of Everything their way.

RESULTS
Overall:
The campaign has generated 16.9 million impressions and more than 6,767 online conversations.

Social:
17,000+ click-throughs and 1,100+ uses of the #SystemForIoE hashtag.
The team’s Twitter following also grew by 650 while Facebook fans grew by 924.

YouTube:
Over 6,000 views

Vine:
The campaign led to great results with more than 16,000 revines, 57,000+ “likes” on the Vines and 1,900+ comments combined on all four Vines.

Conversion on landing page:
350+ form conversions to Cisco

Awards:
Ad Age BtoB Best Awards – Best Integrated Campaign under $200,000
B2 Awards – Award of Excellence – Video – YouTube/Custom Portal

(Click videos for sound)


When we started, Cisco had zero presence on Vine. Our four videos resulted in:

– 33,000+ likes (which is impressive for Vine)
– 7,800+ revines
– hundreds of new followers for Cisco

We couldn’t convince this guy that the Internet is changing though.

For YouTube, we didn’t have a massive budget to create a “viral” video. But we did have a complicated machine that Cisco built to do things that aren’t humanly possible and transform the Internet. To explain this in simple terms, we leveraged fail videos to demonstrate the power of Cisco’s NCS. But we were very careful not to fully embarrass humans. After all, Cisco’s still known as the Human Network.

This little guy didn’t make the final cut. Somehow he got beat by the ketchup robot. But I still love him.