How to promote innovative products in the B2B sector?

CREATION

Polycom is a world leader in video and teleconferencing solutions. As an agency, we are responsible for the strategy and its execution in B2B sector. Our activities include creation, video production, content creation, as well as media planning and buying. The key objective of our activities is to educate the target group on modern communication, and to present the video conferencing tools from the portfolio: Polycom RealPresence Medialign, Polycom RealPresence Centro, Polycom RealPresence Trio.

The strategic part of our cooperation was based on the segmentation of the target group and subsequent selection of appropriate channels for reaching and working out messages that would give added value to potential customers.

As a result, we chose: AdWords, LinkedIn, Facebook and YouTube. Our communication is based on temporary campaigns. Among others: "Polycom - Open Days" - an event which allows interested parties to participate in free presentations of Polycom products, test them and talk to a brand representative. "Polycom - Global Working anywhere survey" - a report on the ability to work from anywhere in the world, and a webinar "Polycom - Presentations without cables”.

EFFECTS

Thanks to a jointly developed strategy and campaigns responding to the needs of the customers, Polycom has extended our cooperation and expanded selected activities with another CEE market.

Type of activities

Promotional campaign (PPC) of Polycom open days for the B2B segment
Date range: 19.06.2017 - 14.12.2017

Types of ads

Video ads displayed on YouTube
Video ads displayed on Facebook

Promotional goals

Invitation to test products in the company’s Warsaw office
Increasing the number of views of videos on YouTube
Promotion of Polycom and its products on the Polish market

Results

The goal of the campaign was to promote the possibility of testing the latest video conferencing solutions among large companies and corporations. We have created and promoted five films about Polycom products with an invitation to the company's Warsaw office. As a result, the company's recognition in Poland has increased.

The number of ad impressions: 8 704 401
Number of visits to the site: 20 460
Video views: 55,586
Interactions (watching a video or clicking an ad): 96 046
Interaction rate: 1.1%

SCOPE OF COOPERATION

  • Digital marketing strategies
  • Advertising creative and activation plans
  • Content Marketing
  • Social Media
  • Internet advertising (SEM & programmatic)
  • Internet analytics
  • Performance design
  • Web and mobile apps

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