342%
better click-through rate on influencer content
How Cherwell Software’s Integrated Influencer Approach Reached Millions
Business Challenge
As an innovative IT company, Cherwell Software evolved its business focus from ITSM to supporting brands with their digital transformation. Cherwell Software was uniquely positioned to help companies overcome obstacles to digital transformation and wanted to create credibility for their new focus with a marketing program. The audience for digital transformation presented a challenge because it meant that Cherwell Software had to appeal to an elevated, hard to reach audience of C-suite executives.
Program Strategy
Content directed at C-suite executives needs to stand above typical marketing campaigns.So, in order to build message credibility and ensure visibility around digital transformation, Cherwell Software partnered with trusted technology experts to co-create content in formats that would resonate with the C-suite audience including video, interactive content and blog posts in support of new original research in the form of an industry report designed to address obstacles to collaboration for digital transformation.
The addition of influencers created a force multiplier for reach and engagement that drastically increased performance over past campaigns.
The addition of influencers created a force multiplier for reach and engagement that drastically increased performance over past campaigns.
Key Program Elements
– Interactive Experience
– Gated eBook
– Supporting Blog Content
– Organic & Paid amplification
– Subscriber Email
– Gated eBook
– Supporting Blog Content
– Organic & Paid amplification
– Subscriber Email
Creative
By co-creating content with influencers and integrating the message, this program achieved reach and engagement goals while building trust in the new brand message:
5.45M
in potential reach from influencer shares (743% above benchmark)
90%
of all visitors were new users
882
interactions with the interactive content
301%
of benchmark for video views
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