In advance of launching IBM’s new brand platform “made with IBM” during the Masters golf tournament, we identified that search is key component to capture demand and engage users during a period of significant in-market media activity.
Worked closely with advertising, media, and creative teams to create an integrated plan utilizing unique paid search keywords across priority business categories and view-based video tactics on YouTube.
We reduced costs by over 40%
Drove over 13K clicks during launch week.
Brand platform keywords drove:
- 44% site engagement
- 188K YouTube video views (53% of total)
- 4,600 clicks to landing page from videos