Advertising campaigns in the demand generation-centric business to business space can be very dry feature/offer driven. Rather than going the way of a bulleted list of "value", I chose to take a customer-centric, character-driven, narrative approach that embraced the idea of showcasing the power of GoToMeeting through highlighting interesting customer stories.
The result was a complete 360 degree marketing turnaround for the company, driving product trials to new heights. The campaign began as a web series and grew into multiple media channels: TV (ESPN, CNN, NBC, Fox News, BBC, Comedy Central, E!), web (desktop and mobile), print, outdoor, video, digital display/rich media, social, sales, direct mail, trade show, and PR.
The creative/marketing goal was to directly relate to the small to medium size B2B market through real life stories of how GoToMeeting was one of the most valuable, everyday business tools in their management quiver.
Ultimately, I was awarded "Citrix Brand Champion" award for my work in transforming audience perceptions of several brands, including GoToMeeting, GoToAssist (remote support) and GoToMyPC (remote access).
I also overhauled the incumbent model of using multiple agencies (which was resulting in fractured, inconsistent messaging across channels) and structured an "in house agency" model using a mix of staff designers and developers with modest support from a few new external agencies including Duncan/Channon SF.
Citrix/GoToMeeting advertising series was created, written, managed, and produced by Beth O'Rourke, Creative Director.
Crew included Jeff Den Broeder/SiloMedia, Director, Alex Kopps, Director of Photography, Jessica Congdon, Editor, Laura Flippen, Emily Nathan, and Chris Reardon, Photographers.