We created a partnership with IDG (the market-leading tech publisher), and built the campaign in three phases: Build-Up, Live and Long-Tail. The campaign was supported with a microsite custom-made for HP, with content such as articles and video interviews with HP spokespeople.

To make sure we would have qualified leads, we didn't make all inventory available for just anyone. For those that wanted to dig deeper, we had “premium content” that they could reach only by logging in, giving their contact info, and answering relevant qualifying questions.

To drive significant traffic to the microsite, we used teaser ads, web surveys on converged infrastructure, massive native ads, native blurbs and eDMs all within IDGs network of sites. The event took place over 4 weeks and visitors could choose themselves when to visit, which ensured that they would have enough time to read through the rather complex content.

The campaign generated 64 quality leads for HP, more than 12 times the average campaign of the same investment level, and especially impressive for our narrow target group (8,000 CIOs in Sweden within companies of 50-500 employees). In addition, HP reached almost 6 times as many visitors as the benchmark for equally-priced campaigns.

HP did something out of the ordinary to break through the clutter and to strengthen their position as one of Sweden's preferred suppliers of IT Infrastructure. And from a financial point of view, these leads can generate revenues of several million USD.