How to make people backup their data in cloud with a creative campaign
SunGard has created a really creative campaign, and use different channel to encourage people to save their data in the cloud.
And to make sure that whatever gonna happened in the planet, we will still have memories of you thanks to your data.
Campaign
Readers were encouraged to identify vital materials for recovery, establish priorities and adapt to changes.
These all tied back to the campaign overarching theme of disaster preparedness and the benefits of moving to the Cloud.
The overall effort involved multiple marketing channels, and was tied to both the continuing popularity of zombies in popular culture through television shows like "The Walking Dead" and was timed to coincide with a summer 2013 zombie-related motion picture "World War Z."
Readers were encouraged to identify vital materials for recovery, establish priorities and adapt to changes.
These all tied back to the campaign overarching theme of disaster preparedness and the benefits of moving to the Cloud.
Not all infographics are created the same. We are often presented with less than stellar infographic when it comes to cloud computing. However, the cloud computing infographic by Sungard shows you how relating cloud tech topics with popular topics can make it more interesting (and viral!)
The novelty approach by the US Center for Disease Control and Prevention in educating the general public about disaster-preparedness is plausible: The organization launched “zombie apocalypse” campaign, that practically teach US citizen on how to prepare for disasters – like zombie attacks. The premise: When you are able to deal with zombie pandemic, you are able to deal with just anything.
The above premise seems to work well with the cloud adoption. Moving your business apps (or even your entire business) to the cloud requires you to prepare for any possible cloud disasters (yes, the cloud, although powerful, is not unbreakable.)
The infographic below attempts to relate the measures needed to be taken to successfully surviving a zombie attack, as well as successfully migrating to the cloud.
Campaign’s steps
Step 1: Kick off the messaging with email marketing - They send an ebook
Step 2. They created an infographic and use direct mail to reinforce the email marketing campaign
Step 3. Utilize social media to take advantage of the viral components in the campaign theme
Results
This multichannel marketing effort was relatively simple: emails driving recipients to a landing page, and two key pieces in the direct mail sends.
All of the campaign components served to provide the core messaging about SunGard's products and services.
Beyond the formal campaign, there was a social media element to continue engagement and take advantage of viral aspects of the campaign’s zombie theme. This effort produced results within the targeted audience:
- The "IT Availability Cloud" email campaign achieved 1.2% higher click-to-open (CTO) among director level, and above average rates in global, large and medium enterprises.
- The "Disaster Recovery/Managed Recovery Program" campaign created a 3% increase in CTO among president or owner titles.
- The retargeting email reactivated 2% of contacts who had not interacted with SunGard within the previous six months.
The key learning from the campaign?
For this case study, the SunGard team was able to leverage both a popular culture theme and even tie a B2B marketing effort to a summer motion picture release.
Uncovering such a perfect storm for a corporate offering — disaster recovery in SunGard's case — and a cultural meme in the form of a zombie apocalypse made the prospect of creating quality content easier for SunGard's marketing team.
It should also serve as a challenge for B2B marketers to look for similar convergences that tie into different markets and business segments.
Zombies may grab attention, but quality content, arresting creative pieces and a campaign that wasn't only creative but tied into the company's value proposition drove the results SunGard was able to achieve.
