IBM gets in shape for GDPR

As the doom-mongers whipped up panic on the road to GDPR, Catalysis helped IBM tell a more positive story.

Meet ‘The Coach’

IBM believed that GDPR wasn’t a threat for companies ready to put in the hard yards – it was an opportunity for self-improvement.

Catalysis brought this to life through ‘The Coach’, a creative concept that breathed life and colour into a story where most brands had chosen to sow fear and uncertainty.

CLIENT
IBM

TOPICS
Integrated marketing campaign, lead gen

OUTCOME
Website, infographic, animation, video, 360

Champions train hardest

The Coach is a specialist in data-driven competitive advantage, driving personal bests in customer experience and world records in digital transformation.

His training apparatus consisted of a campaign microsite hosting a 360-degree, interactive ‘GDPR gym’ experience; original video, articles and interactive infographics.

Traffic driving came from highly visual carousels, GIFs and six-second video spots, while SEO support was provided by nine blogs, authored by The Coach and hosted on IBM web properties with high domain authority.

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Results

The campaign was perfectly timed. As data scandals engulfed some of the world’s most loved companies, IBM’s GDPR messaging crossed the line a winner on the 25th May – and then just kept on running.

2x

Doubled Facebook and LinkedIn click-thru benchmarks, and exceeded paid media targets

40

high quality responses

Campaign’s cookie pool supported several months of retargeting

Achieved blog click-thru rate of 3%, versus IBM benchmarks of 0.53%