Developing a communication strategy for Pexip

WHAT IS PEXIP?

Pexip is the video communication platform as it should be. The Norwegian company with offices all over the world facilitates video connection between borders, platforms, and organizations of all sizes.

With its flexibility, reliability, and functionality, Pexip is widely used by the financial, medical, education, government, and legal sectors and boldly competes with Zoom, Microsoft, Cisco, Google, LogMeIn, Huawei, Adobe, Kaltura, TrueConf, Avaya, BlueJeans by Verizon, Starleaf, Lifesize, RingCentral, and Highfive.

WHY PEXIP?

People around the world use different devices and services, making it difficult to connect them to a joint large-scale video conference. 

Pexip solves this problem: provides best-in-class interoperability, including interaction with Microsoft Teams, Skype for Business, and Google Hangouts Gateway, video system device registration, along with world-class meeting and calling service. 

It enables anyone to securely connect to video conferencing regardless of platform, device, location, or even Internet availability.

WHO IS THE PEXIP FOR?

The main segment is large organizations with more than 500 employees striving to find the best solution for their work processes. 

Strategically, Pexip focuses on the C-Level Executive/CIO who has the authority and decision-making power to buy enterprise communications technology. He participates in video meetings and conferences with customers, partners, and employees worldwide. 

Secondary target audience: UC/Digital Workplace Specialists, Business Team Leads, IT Administrator.

PROBLEM

High competition in the market and wide in-house functionality made it difficult to perceive Pexip and reduced Pexip’s awareness for the target audience. 

We realized that in a short time and with a small advertising budget we would not be able to reach the heads of companies, who are indeed the busiest and do not want to waste time on researching an unknown platform.

STRATEGY

So we decided to change the focus of communication from the manager to his close work team, whose opinion he trusts: to make his staff advertise Pexip to him.

It means primarily targeting managers, team leaders, and IT administrators who research solutions themselves, form their professional opinion about the platform, discuss the pros and cons among each other, and as a result give C-Level Executive/CIO solid recommendations about the purchase.

For this purpose, we decided to help them easily and quickly understand the advantages of Pexip. After all, better than any advertising they will clearly and concisely convey to the top management the advantages and necessity of purchasing Pexip for their company. 

IDEA

Using the existing formats of business communications (Face-to-face, Business-to-Business, Business-to-Consumer, Business-to-Government, and so on) that are understandable for the new target audience, we developed a new type of video communication for business.

from Any platform to Every person

With this way of thinking and associative imagery, we have shown that Pexip is a new, flexible video communication format that connects from any platform to every person.

Pexip is the universal video communications socket.
Pexip is a universal video communication tool.

DIGITAL ADVERTISING CAMPAIGN

Then, to increase brand awareness, we developed banners that focus especially on promoting Pexip solutions for synchronization with Microsoft Teams.

Pexip is A2E, so we created clear and vivid associations with items that everyone in the target audience can easily use.

And then set up an advertising campaign on Google, YouTube, and Facebook for the new target audience (Americans 30-60 years old, UC/Digital Workplace Specialists, Business Team Leaders, and IT administrators who will be able to influence their bosses’ decision to buy Pexip).

RESULTS

GOOGLE DISPLAY VIDEO

That means 95% of Americans liked the ads and remembered them visually, and therefore brand awareness increased

GOOGLE DISPLAY STATIC

New STATIC BANNERS ads were shown to 8,789,102 Americans in business, of which 72,128 Americans switched to the Pexip site.

YOUTUBE

That means 83% of Americans liked the commercials and were interested in watching them. According to the information we had an average view – of 8 sec (a total of 10 sec).

FACEBOOK

The new static ads were seen by 802,173 business Americans, of whom 2,172 Americans switched to the Pexip site.

During the test period, 2,955 Americans saw the new static ads, and 1,047 switched to the Pexip site.

Next, 772618 Americans saw the new ads on static, and 1,125 switched to the Pexip site. 11,877 Americans interacted with the ad.

EFFECTIVENESS OF THE NEW COMMUNICATION

Especially for comparison, we ran the old ad in parallel with the new one (the geography and audience are the same).

CONCLUSIONS ON THE EFFECTIVENESS OF THE NEW COMMUNICATION COMPARED TO THE PREVIOUS ONE:

The main goal was to increase brand awareness.

As a result, the NEW COMMUNICATION compared to the old one:

– 9425% higher clickability
– 96% cheaper cost per click
– 71% of the company’s budget saved

OVERALL TOTALS:

1. The advertising campaign was held from 10/28/21 (test period) to 11/23/21 and during that time queries for «Pexip» in Google Trends among Americans increased sharply (10 days «Pexip» was at the top of queries in Google).
2. Also from the first day of the advertising campaign «Pexip» was at the top of search queries on Youtube.
3. As a result, increased brand awareness led to increased sales. One of Pexip’s new customers was Capgemini, a global consulting and technology company with 290,000 employees. They chose Pexip for seamless internal and external communication for Microsoft Teams. Pexip’s interoperability capabilities are especially important for Capgemini in collaborating with its customers.

Result

With the right strategic and creative approach to communication and targeting, we optimized the budget and initially increased brand awareness for business development.