Digital Marketing Case Study
VMware sparks renewed product line interest with creative B2B social media campaign
VMware NSX® Advanced Load Balancer is a critical product for VMware, yet despite superior load balancing capabilities, they struggled to communicate the advantages compared to legacy products and needed to position the product as the next evolution within the industry. Firebrand was tasked with taking highly technical – and dry – concepts that demonstrate the superiority of the product and presenting them in an amusing, easy to understand way that would stick in decision makers’ minds. We crafted a successful B2B social media campaign that transformed seven concepts into memorable social media content, supported by custom landing pages and technical blog posts, to bolster their reputation and drive renewed interest.
Key Results
Significantly improved social engagement with a 209% increase in social shares, 825% growth in social interactions, and a 336% boost in clicks
Website visitors who arrived on custom landing pages that matched the social creative had 20% more engaged sessions per user and a 34% increase in engagement rate
Branded search traffic increased and the campaign reached new users with a 26% rise in monthly average new users over six months
Approach
Transformed seven technical concepts into three creative options for the client to choose from that made the concept more creative with lower cognitive load.
Designed several variations of each chosen adaptation for use across social media channels.
Drafted clever copy for up to eight social media posts per concept and scheduled, monitored, and reported on performance.
Created custom landing pages and graphics for all seven adapted concepts to further educate social media users on advantages of the product and generate leads.
