VMware

CASE STUDY

ABOUT

VMware is the pioneer in virtualisation and an innovator in cloud and business mobility. Working with more than 500,000 customers globally, VMware is driven to help businesses accelerate their digital transformation through a software-defined approach to business and IT.

EXAMPLES OF OUR WORK WITH VMWARE

ALWAYS-ON PAID SOCIAL PROGRAMS

Our work with VMware covers all its solution areas, utilising an omni-channel approach. We are tasked with driving brand awareness and demand gen campaigns through a full range of services, from developing brand strategy frameworks to building keynote presentations, and everything in between. We work closely with multiple stakeholders across the business to deliver against key business objectives. We plan, develop, create, execute and optimise campaigns across key channels, including email nurture, social demand generation, paid social, media and content syndication to deliver against key business objectives. Building on a long-term relationship, we have developed an intricate knowledge of VMware’s business and audience challenges to deliver campaigns that engage with our audience and strengthen VMware’s market leadership.

BACKGROUND

Each quarter, Transmission runs an always-on campaign on paid social to promote one of VMware’s four key solutions. The campaign uses a multi-platform, full-funnel approach to achieve two main goals: raise brand awareness and generate leads to be integrated into VMware’s nurture stream. The campaigns use a storytelling concept to engage audiences and move them down the funnel through to conversion. We have worked to create a distinctive creative branding that incorporates animated GIFs and a strong illustrative style that resonates and engages with the audience, positioning VMware as a thought-leader on social platforms.

OBJECTIVES

The campaign has two main goals: raising brand awareness and generating form submits from premium gated assets. To accomplish these objectives, we run two campaigns that use consistent creative branding and messaging to integrate objectives and generate the necessary results.

RESULTS

The implementation of this strategy across VMware’s always-on campaigns has seen incredible improvement in results, with higher volumes of engagement and significant increases in leads. We have seen form submit numbers increase by 295% from year to year and seen a significant decrease in cost per form submit.

BLOG MIGRATION

We were asked by VMware to update their current blog. The blog is an important source of information for customers, press and employees to gain insight into VMware’s thought leadership, customer stories, papers, product details and events.

We developed the front-end design and back end functionality to create a bright engaging environment where the viewer could easily discover content and we could tailor the experience based on their behaviour. The blog showcases VMware’s leadership within the industry delivering the personalised experience our audience expects from the market leader.

STRATEGY

We have worked with VMware to adapt the existing always-on strategy and create a distinctive campaign approach that is capable of reaching both goals simultaneously. The new campaign structure moves away from a solely demand gen focus and integrates key awareness pieces, such as blogs and videos. The strong focus on Awareness content enables the key message to resonate with the audience and allows the user to move through a user journey, consuming engaging and educational pieces prior to converting.

“Transmission’s strategy is truly an intelligent approach, driving awareness and accelerating demand.”

Mark Hill, Digital Marketing Programs Manager, VMware

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