Development of a communication strategy and digital advertising campaign.
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.
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.
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.
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.
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.
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.
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.
Then, to increase brand awareness, we developed banners that focus especially on promoting Pexip solutions for synchronization with Microsoft Teams.
to increase brand awareness.
“Pexip easily joins Microsoft Teams meetings, regardless of technology or workflow”
Pexip is A2E, so we created clear and vivid associations with items that everyone in the target audience can easily use.
Pexip, as the GLUE for video communication, seamlessly connects to Microsoft Teams from any platform to every person.
Pexip, as the ADHESIVE TAPE of video communication, seamlessly connects to Microsoft Teams from any platform to every person.
Pexip, as the STAPLER of video communication, securely connects everyone to Microsoft Teams regardless of their platform.
Pexip, as the СOMMON COCKTAIL of video communications, easily connects to Microsoft Teams from any platform to every person.
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).
Americans in the business sector were shown new video ads
Americans watched the ad to the end
Americans switched to the Pexip website
That means 95% of Americans liked the ads and remembered them visually, and therefore brand awareness increased
New STATIC BANNERS ads were shown to 8,789,102 Americans in business, of which 72,128 Americans switched to the Pexip site.
A total of 19,466,708 Americans have seen ads through Google Display. The number could be compared with the population of New York if only the new target audience of Pexip lived there.
The new ad was shown to 2,644,152 Americans in the business sector, of which 2,181,123 people watched the ad to the end, and 2,255 Americans went to the Pexip website.
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).
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.
Especially for comparison, we ran the old ad in parallel with the new one (the geography and audience are the same).
Even though the old ads were shown 250% more often than the average new ads, each of the new ads had 2930% more click-throughs than the old ads. As a result, the average click-through rate for the new ads was 9425% higher than the old ads.
The old ad was shown on Google Display to 8 786 484 Americans, but 6 415 712 Americans watched the ad, which means only 73% of Americans paid attention to the ad. By comparison, that figure for the new ads is 95%. So the new ad was 22% more attention-grabbing than the old ad from the first second.
The price per click of the old ads was 5.49. The average price per click of the new ads was 0.225.
The new ads were 96% cheaper than the old ads. As a result, we saved 71% of the budget!
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
Sales growth increased Pexip’s revenue and this contributed to an 11.4% increase in Annual Recurring Revenue for Americans.
In particular, the post of brand awareness as a provider of seamless video connection services with Microsoft Team influenced the increase in awareness and growth of Pexip as a service. The indicator grew by 11.63%.
Also, already in the first days of the advertising campaign, the value of Pexip shares increased by 7.06%.
With the right strategic and creative approach to communication and targeting, we optimized the budget and initially increased brand awareness for business development.