On the back of the huge success of the first year of its Be Unreasonable campaign, Spectrum Enterprise evolved its message to raise brand awareness with IT decision-makers. That meant refreshing the campaign website with client success stories and releasing new “Say No to One Size Fits All” TV spots, targeted digital banner ads, social media posts and verified claims. The majority of its paid video efforts were dedicated to the Be Unreasonable message, and 25% of Spectrum Enterprise’s conversions have involved display or video.