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We helped VMware to structure an agile campaign to drive interactions / engagement and support its audiences during the pandemic challenges.
The Plan
At a time when ‘business as usual’ was simply not an option, VMware needed to service customers to respond and adapt to the new normality amplifying its capabilities to help customers across the globe by enabling employees to work remotely, maintaining productivity, increasing connectivity, and providing for continuous secure access to applications regardless of the endpoint.
InfoSol and local VMware team worked on an integral communication strategy, completely focused on home office and telework, leveraging cloud-based management technologies, delivered across a full spectrum of owned-earned-shared-paid media. These resources were driven by multimedia and earned content to be seen at different customer touch points by the different generations of its current and potential clients, driving interactions / engagement so that the brand was discovered.
Highly engaging storytelling and multimedia content was developed, optimized with query relevant keywords that matched search intent and backlinks. The campaign was reinforced with a financial services company case study, to drive deeper in the process of working with VMware, highlighting the fact that the customer achieved uninterrupted communications in times of crisis thanks to VMware Workspace ONE.
The key message – “How VMware makes it easy to successfully deliver a secure digital workspace strategy and drive digital transformation”, resonated among VMware’s audiences through mainstream media and IT outlets, organic micro-influencers and hashtag strategies, driving eWOM / buzz marketing and VMware’s owned media was nurtured with publications, content etc. for on-page SEO actions.
The campaign was complemented with a paid earned media amplification strategy to prop discoverability (inbound marketing) through valuable earned media with quality backlinks from authoritative media outlets and query relevant keywords that matched search intent, achieving 7K+ reach.
Results
The campaign gained national interest among mainstream media including Mundo Ejecutivo TV broadcast, Excelsior and ComputerWorld Mexico while giving VMware’s a prominent thought leadership platform to discuss key challenges faced by its customers during telework. It continues to garner media coverage.
Accesses to website
Through the link building strategy in earned media / organic micro influencers / Digital PR.
Off-Page SEO Strategy
- Driven by media and journalists’ social media posts.
- Propelled by organic micro influencers’ promotion strengthening the bond between the brand and current and potential customers.
- Incentivized by the hashtag strategy, increasing brand awareness, and visibility, stimulating the creation of a community.
Props discoverability (inbound marketing) -valuable earned media, quality backlinks from authoritative media outlets and query relevant keywords that match search intent.
Brand Awareness
Opportunity to be seen in media outlets who have the power of the tangible to create impact, establish an emotional connection and improve recall. Campaigns are most effective when print is used with an integrated approach, increases ROI, and engenders greater trust, relevance, reliability, and authority.
Nota: Es importante tener en cuenta que los resultados detallados en este esfuerzo de relaciones públicas tuvieron una duración de 30 días.
