The early stages of the pandemic in 2020 saw a dramatic shift to working from home for millions of people. Cisco (@CiscoUKI) wanted to make businesses aware of how it was supporting them in this chaotic and challenging time, which was by offering a free 90-day full-feature trial of its video conferencing product suite, Webex.
Together with its media agency MerkleEMEA (@MerkleEMEA), @CiscoUKI devised a phased campaign designed to run in eight key markets across Europe, Middle East, Africa, and Russia (EMEAR).
The traditional audience for @CiscoUKI tended to be IT and business decision-makers. While planning this campaign, however, it extended its target audience to take into account other audiences such as those needing to support frontline workers in healthcare, government, and education as well as individuals. Hence, covering a wide spectrum of possible audiences.
It also built on the insight that the pandemic-induced shifts in working patterns empowered a far wider cross section of employees to find solutions to enable or improve remote working for themselves and their colleagues.
To deliver relevant messaging that would resonate with those seeing it, @CiscoUKI divided its broad target audience into four groups and tailored creative accordingly.
A pan-EMEAR sponsorship with Bloomberg (@Business) was at the core of the campaign, with branded Cisco pre-roll video running ahead of relevant editorial video on the future of work.
@CiscoUKI also used Promoted Polls to drive engagement and foster conversation, and Video Website Cards to retarget interested Twitter users and encourage them to visit its website.