VMware provides cloud computing and virtualisation software and services. VMworld is a global conference for virtualisation and cloud computing, hosted by VMware.
As VMware’s digital agency of record, Transmission runs dozens of concurrent
campaigns across many countries simultaniously throughout the year. Here
is one such typical example of our work.
VMworld is one of the world’s largest annual tech showcase events, enabling customers and vendors to meet, share and experience the future of virtualisation. Typically hosted face-to-face with some 13,000 attendees in 2019, we needed to help generate a 300% uplift in registrations for the 2020 virtual event.
Audience insights and targeting tactics were baked into the strategy, with the incorporation of DMP segments and existing audience pools so our reach could be extended while maintaining laser-focussed targeting. Our longstanding relationships with media publishers and social platforms enabled us to blueprint an always-on campaign schematic with hundreds of strands of engagement activity, supported by layers of engaging content. The promotion included paid social, programmatic display and HTML sends as well as implementation of pilot campaigns (Reddit) and Beta tactics provided by LinkedIn. The campaign was in market for 3 months, with a continuous refresh of messaging and creative elements to give a full funnel experience to the audience and drive registrations. We worked closely with regional teams to support local activities, unifying our approach across EMEA.