My IT Empire
An integrated campaign that positioned IT professionals as the rulers of their IT kingdoms.
With a marketing budget dwarfed by its competitors, Eaton Power Quality is not recognized as a major player in the electrical power category. We set out to change that by demonstrating that Eaton is the brand that knows IT.
IT professionals often feel underappreciated. Over-marketed to. Disrespected by generic lead gen forms. Annoyed by trouble tickets. And trapped at the office battling the ever-present threat of a downed server. Most importantly though, they take serious pride and ownership over their IT infrastructures.
We created “My IT Empire” – an integrated campaign that positioned IT professionals as the rulers of their IT kingdoms. After participating in our carefully crafted questionnaire, IT professionals were granted the opportunity to design their very own personalized infographic representative of their IT Empire. Participants received a large printed poster to hang in their office along with a digital copy that they could share on social.
The campaign exceeded expectations, generating over 4,500 infographics, a staggering 1,028% increase in ROI and a lift in brand familiarity that was 227% higher than historical benchmarks.