Be Unreasonable

Spectrum Enterprise asked its business services clients to “Be Unreasonable” and ask for what they need to succeed—even if other technology providers deemed their desires unreasonable. The team kept that Be Unreasonable message consistent across a variety of TV spots, targeted digital banner ads, social media, site takeovers and more. Each of the touchpoints leads back to the official campaign website, which features stories of clients and Spectrum Enterprise team members who embody what it means to Be Unreasonable. Site visitors are then invited to read a short 600-900 word article about the engagement the subject was involved in. Each story ends with either a link to a case study or appropriate product information. The campaign is pulling some impressive numbers. Its digital banner ads are performing at 5X the industry average. On the day of the Be Unreasonable launch, Spectrum Enterprise introduced a media mix of three channels (display, video, social) spanning eight individual platforms. It had 16 posts ready to support the campaign, leveraging paid and organic social for distribution. The Strategic Communications team engaged with reporters from IT, telecom, channel and vertical trade publications, securing six quality earned media stories.

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