Changing a Brand Conversation from Hard Drives to Data Leader

Finding a more relevant way to connect with an audience and drive demand on a global scale.

CHALLENGE:

Imation was well known for its external hard drives, but its brand promise wasn’t connecting with small business leaders—an untapped market opportunity for continued growth. An additional challenge was to create brand cohesion across twelve countries and eight different languages.

SOLUTION:

We strategically changed the conversation for Imation by changing the value proposition from hard drive seller to data solutions provider.

WE CREATED CONTENT:

We created content that elevated the conversation around managing data and the impact it might have on small businesses through interactive demos, info-graphics and videos.

WE MADE IT RELEVANT:

We engineered the campaign and website to automatically serve content relevant to each visitor’s behavior and preferences.

WE MADE IT GLOBAL:

The campaign was created to scale across twelve countries and eight languages and galvanize a global brand. It also allowed for enough customization so each country could angle it for their specific needs.

WE MADE IT INTEGRATED:

We integrated Marketo and Salesforce.com with customized site intelligence, enabling Imation to deliver the precise content their visitors were seeking at each stage of the journey.

AND IT WORKED:

• Educated and enabled Imation buyers
• Integration with Marketo and Salesforce.com
• 8,500 MQLs – exceeding defined KPIs
• BMA B2 Awards, Award of Excellence, Integrated Communications Program