When Spectrum Enterprise heard repeatedly from clients that businesses that ask for what they need to succeed are deemed unreasonable by other technology providers, the marketing team decided to invite clients to “Be Unreasonable.” The campaign launched in November with the goals of increasing awareness of Spectrum Enterprise, boosting favorability and driving engagement. Business and IT decision makers were targeted with a variety of TV spots, digital banner ads, social media, site takeovers and more. The Be Unreasonable homepage features a carousel of client “unreasonable” stories, from standing up a remote call center in two weeks to opening 20 new locations during a pandemic. On the day of the Be Unreasonable launch, Spectrum Enterprise introduced a diverse media mix of three channels (display, video, social) spanning eight individual platforms. With the addition of the campaign website, Spectrum Enterprise saw more than twice the amount of traffic driven to its entire site compared to the two months prior to campaign launch. The social activation resulted in 45.5 million impressions, with 366,000 clicks to Spectrum Enterprise’s website from paid social. Paid social efforts have returned an eightfold increase in campaign site visits, as compared to the same period in 2020. What’s more, overall brand awareness was 62% higher for the target audience in footprint after the first two months of the campaign.
