AGILITY@work
As earned media rapidly continues to evolve, communications professionals need to evolve, too. To move in real-time. To move with even greater agility. AGILITY@work is the social hub dedicated to agile engagement, sharing the tips, tools and best practices to navigate and succeed in today's changing media landscape. Learn more >

2012 WINNER
Cisco Systems

The Internet of Things

Cisco Systems
Worklife Cloud

CAMPAIGN OBJECTIVE
Our goal was to make the cloud more relevant to the everyday person and enable people to visualize the impact of their workday on the cloud.


PriceGrabber®
Back-to-School Shopping Forecast & Consumer Trends

CAMPAIGN OBJECTIVE
Position PriceGrabber to the media as a go-to resource for consumer research and trends, as well
as a smart place to find everything they need for back-to-school shopping.

 

........................................................................................................................................................................................................

RUNNERS UP

CAMPAIGN OBJECTIVE
When we think of being connected to the Internet, our minds immediately shift to our computers, smart phones, and tablets. However, there are more devices tapping into the Internet than people on Earth to use them. How is this possible? The “Internet of Things” infographic provides a visual representation of the increase in “things” connected to the Internet. For example, a Dutch startup, Sparked, is using wireless sensors on cattle to track when one is sick or pregnant. Each cow transmits 200 MB of data per year. Our objective with this campaign is to bring awareness that the Internet has moved beyond the obvious - computers, tablets, phones; it’s become a part of the fabric of people’s lives and the way businesses run. And, with this transformation, businesses need to evaluate how they operate and build new capabilities to remain competitive. To support these new capabilities, they need to evaluate how their network will support the new ways of doing business. Through this campaign, we wanted to increase positive conversations about Cisco and surface truths about Cisco and its role in bringing the network into its amazing state.

STRATEGY
There were two key elements for this campaign: the creation of the infographic and the promotion of the messaging. Creative: To develop the infographic, we worked closely with our Chief Futurist, Dave Evans, who has extensive knowledge about the network and its impact in business and people’s lives. We then worked with our creative agency to develop the infographic and marketing plan. Marketing: To promote the infographic, we focused on two channels – Cisco Live and our owned social media channels including Facebook, Twitter, LinkedIn, and Blogs. We syndicated the messaging through our social channels. Because of the engaging nature of the content, it was quickly picked up by technical publications and blogs such as the Guardian and Gigaom.

RESULTS
The “Internet of Things” campaign was a resounding success:

  • 30% increase in quantity of conversation, 7% increase in sentiment
  • 100MM+ impressions globally
  • Tweets from Jeff Jarvis, Brian Solis, Guy Kawasaki, Om Malik and other influencers were re-tweeted thousands of times
  • 2nd highest viewed Cisco blog in 2011
  • Earned a top spot in Reddit Tech