Dropbox
Building a content-driven demand generation platform
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60%Of our total addressable market engaged
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5K+visitors every month to the blog
The opportunity
ServiceNow needed to develop an effective customer advocacy programme in EMEA. The primary goal was to use video to help engage and educate existing customers and tier 1 prospects, and support pipeline generation targets. The programme also needed to increase brand awareness of ServiceNow across EMEA and position ServiceNow as a company relevant to Europe.
What we did
Working with the EMEA comms team, we crafted a customer narrative linked to ServiceNow’s US messaging house. After being approved and onboarded by the US brand team, we worked directly with each of the customers to craft our storyline and build out scripts, storyboards and shot lists.
Our production team managed the filming logistics from start to finish, while acting as the customer liaison point of contact. In our first wave of videos, we filmed customers across the UK, Ireland, France, and Germany.
What we achieved
Video engagement amongst ServiceNow’s EMEA audiences grew exponentially, alongside a boost in European awareness scores.
In response to the videos, a pipeline of other customers came forward to have their advocacy stories developed and filmed. Branch Road was latterly asked to undertake the customer advocacy video production for ServiceNow across the entire APJ region.
Our clients
Humblebrag: we work with some pretty big names in the industry…
