Even globally respected brands like Cisco can find it challenging to fully connect with distributors. So April Six was tasked with rebranding an existing distributor campaign in Europe, the Middle East, Africa, and Russia (EMEAR) to increase demand through Cisco's owned social channels.
At the heart of the campaign was Cisco’s “Live Big” program, which actively recognized the company’s “sales champions and winners.” April Six developed a dedicated social campaign that reached Cisco distributors where they were already actively engaged.
Social, Digital, Nurture
We developed a series of fun, monthly challenges, each centered on a visually engaging video that invited sharing of user-generated social content.
Playing to the competitive nature of distributors, we also created a real-time leaderboard to track social activity and responses to each month’s task.
The social effort actively engaged a key audience…professionals regularly inundated with uninspired vendor messages and false marketing promises.
The campaign’s impressive results demonstrated the value of this 100% social-led strategy.
quarter-over-quarter increase in total tweets
quarter-over-quarter increase in Twitter followers
quarter-over-quarter increase in total engagement
From day one, April Six have been responsive, engaged and always creatively inspiring. The initial launch was turned around in record time without compromising any of the quality, creativity and strategy. The ongoing campaign development has always continued to deliver great creative ideas and the results and the increase in the campaign participation speaks for itself.
Sumi Shukla / EMEAR Distribution Marketing Lead, Cisco