Every Second Counts
CHALLENGE & INSIGHT: The potential of disruption and downtime is a thorny topic CIOs might try to avoid but cannot ignore. According to the Ponemon Cost of a Data Breach Report, it’s not a matter of if, but when cyber disruption strikes. And when it does, every moment of downtime costs the enterprise up to $200,000 per hour.
SOLUTION: In a first iteration, Every Second Counts was produced to showcase unique, automation-enabled rapid recovery capabilities that IBM offers. Blinded vignettes for finance and package delivery were produced. These hero creative assets were used in digital media, at events and on the website to motivate customers to explore deeper education with infographics, whitepapers and product demos. The team proved emotional storytelling can strike a nerve with CIOs and get them to engage.
Each video narrative was based on a true story and grounded in technical expertise. Lead technical engineers and consultants worked with the creative team to accurately ground the stories in true complications and processes. The team also tested the final cuts with a focus group of CIOs and Directors of IT to confirm whether they thought the videos were believable and would make them want to learn more about cyber resilience. The results were resoundingly positive and confirmed the plausibility of the videos. All of these measures taken together empowered the team to activate with confidence.
RESULTS: At the top of the funnel, paid social efforts delivered 4.8 million impressions and over 500 thousand engagements. Organic social publishing delivered over 195,000 impressions, yielding 2,872 clicks-to-site. Engagement rate on the landing page was 17%. The Every Second Counts campaign generated 7500 lead-generation responses, yielding millions in pipeline opportunity and contributing to a 35% year-to-year growth for the resiliency business worldwide.
AWARDS:
Shorty’s: Best use of thought leadership - Finalist
ITSMA: Engaging Executives with Thought Leadership and Innovation - Finalist
Hermes Creative Awards (2): Electronic Media - Platinum and Public Relations - Platinum
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Building on this success, a sequel was produced, Moment of Truth, to further the relevance of this perspective in a hybrid multicloud world and activated in an immersive, interactive experience. View video vignette here.