The IBM brand campaign Outthink, introduced the world to The Cognitive Era. For the launch, our goal was to introduce this new message across our targeted audience while also expanding our reach, leveraging the loyal followers of the celebrities featured in the ads (Bob Dylan, Ken Jennings and Birthday Girl).
We utilized Facebook, Twitter, and Linkedin, targeting our core audience segments (IT, LOB, Developers, Press, Investors, Analysts). In addition we built custom celebrity/interest targets. Interest target terms included Rock and Roll Hall of Fame, @JohnnyCash, Bruce Springsteen for Bob Dylan and @Jeopardy, TV Game Shows and trivia for Ken Jennings.
20.48% Video View Rate On Facebook
Within the first two weeks of campaign launch it was clear targeting celebrity/interest audiences was a success. The Bob Dylan and Ken Jennings spots were the most viewed 86% more compared to the non-celebrity spots.