As part of its content marketing strategy, Cisco produces the Global Cloud Index report, an in-depth forecast of data center usage and other key trends in cloud-based computing. In the past, the company tried to capture the attention of its B2B audience with white papers, infographics and videos to support its study.
“Our KPI goals were ambitious as we attempted to hit new highs,” explains Ying Shen, social media marketing manager at Cisco Systems. “We needed to figure out new ways to optimize our message, make it more digestible and visually engaging, considering the 140-character limit and the 6-second Vine kind of social world we live in.
Shen turned to Visually earlier this year to create a series of 8 Instagram and Vine videos. She launched the project by penning a creative brief in the Visually Project Center, specifying what she was looking for. Within 24 hours, she was matched with an illustrator and able to kick off the project. “The animator immediately hit the ground running,” she says. “Visually was good at identifying what my needs were and connecting me with the appropriate talent right away.”
Without any paid support, Cisco’s videos received 4 million impressions and more than 2,000 engagements on Vine and Instagram. In addition, the cost of the project was “between 30 and 50 percent less” than Shen expected, with quality that met or exceeded her expectations.