Content creation at MWC

Cisco IoT

Maximising exposure for Cisco IoT’s attendance at Mobile World Congress, the world’s biggest mobile industry show, through creative video production and social content.


Summary

AxiCom was challenged with creating buzz in the lead up to Mobile World Congress, and then leverage the Cisco’s investment and presence at the show to capture content that provided a comprehensive overview of its IoT expertise and best-in-class solutions for customer and partner marketing.

Challenge

AxiCom designed a content plan that highlighted the credentials of the Cisco IoT platform featuring a wide range of executive interviews, customer and partner testimonials and attendee opinion pieces to demonstrate the expertise that Cisco has in the IoT space. Content formats included YouTube content, social videos, event photography and blog posts that were distributed via email marketing, social, and media relations – ensuring maximum reach and engagement with existing partners, customers and prospects.

Strategy

Standout Results
40
Multimedia
Content
33k
Total
Impressions
2.4%
Engagement
Rate

- 1 trailer video, 7x social media cuts, 360 video of the booth, 4 wrap-up videos, 7 evergreen videos, 4 blog posts, 16 social posts, and event photography.
- Video views reached 1M+ across social media (Twitter, LinkedIn, YouTube), and blog.
- 33,000 organic tweet impressions and 802 Twitter engagements – achieving a 2.4% engagement rate, way above the industry standard.

Results





“In my 18+ years in technology PR, I have never found another agency with the depth of relationships, the creativity, and the commitment to learn and provide true strategic value to my business. The AxiCom team always goes above and beyond the goals set for them, consistently improving results quarter-over-quarter, which has helped us increase our share of voice in the market.”
Robb Henshaw, Head of Global Communications, IoT at Cisco

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