Problem

VMworld is a global conference for virtualization and cloud computing, hosted by VMware. Newer products and services focus on security.

Within VMware's suite, VMworld channels have historically had the most flexibility when it comes to personality. That's partially because it's an offshoot of the main brand and partially because VMworld's primary goal is to engage an audience that includes a mix of customers, prospects, and people who are there to improve their knowledge of security, networking, and virtualization technology.

While working on content for VMworld, I executed on our editorial strategy by authoring several blog posts that leveraged creative content like GIFs, photos, videos to emphasize the educational and humorous content and drive engagement.

In addition, I served as an editor for the social editorial calendars, ensuring content laddered back to the strategy, correctly leveraged CTAs (calls-to-action), and was humorous.  Peruse the @VMworld Twitter handle here.

Across its suite of products and respective blogs and handles, VMworld's content and social channels have the highest time on page and engagement rates, despite having no paid promotion behind its content, indicating that the humorous strategy works.

Solution

• The campaign was holiday themed and built off of the 12 Days of Christmas. It still wanted to be inclusive, so the exact holiday was never mentioned. Instead, it focused on Black Friday and Cyber Monday in addition to its product themes like wellness and music.

• Users had to sign up to be a Logi Insider to get the deals through email only. It leveraged the home page promo spot and paid social to drive people to the landing page to sign up to receive emails.

• I supported the team with copywriting, but also helped provide creative direction and some strategy. Because I was on the web team, I was also able to secure the coveted home page spot to help drive the promotion.

Impact

Initial revenue results for the email channel through Dec 14th:

• 41% YoY increase in revenue for North America.

• 25% YoY increase in revenue for EMEA.