by Yesenia Cisneros | Jan 2, 2023
Dialog Case Study
Absolute Partner Marketing Video Campaign
Elevating Partner Marketing with Explainer Videos
Absolute is a global cybersecurity company providing innovative software and services across over 600 million endpoints. It is the world’s only firmware-embedded endpoint visibility and control platform.
Absolute called on Dialog to help develop a video-centric email nurture campaign as a joint Absolute and Lenovo partner marketing initiative.
With a focus on K-12 education, the joint value proposition and messaging were tailored to address the needs of IT decision-makers for schools across the U.S and Canada. The campaign included a series of regularly published e-mails which directed prospects to watch a short explainer video.
Insights, Action, and Creative Strategy
Dialog was asked to design and produce the video series. This included the following activities:
- Work with Absolute and Lenovo subject matter experts to develop a content strategy across the series.
- Research and synthesize content and SME input to develop compelling video scripts.
- Develop the e-mail copy including catchy subject line options for A/B testing.
- Deliver full-stack video production including script development, voiceover, music, and custom motion graphics to help explain and demonstrate cybersecurity topics.
- Some of the email messages in the series reached very high open rates, above 15%.
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by Yesenia Cisneros | Oct 25, 2022
Dialog Case Study
Insight With Intel Digital Advertising & Media Campaign
When Insight’s Expertise Meets Intel’s Technology, It’s “Ready, Set, Accelerate”
Insight is a global technology company that focuses on business-to-business and information technology capabilities for enterprises including cloud and data center transformation, connected workforce, and digital innovation.
Insight wanted to shift the perception of being a solutions provider to more of a strategic partner who provides high-end services supported by Intel technology for their customers during their digital transformation journey.
Insights, Action, and Creative Strategy
- Insight was focused on helping customers design, implement, and manage digital solutions (from devices to cloud to IoT) in order to future-proof organizations, unlock greater value, and move businesses forward.
- A digital campaign approach beginning with the brand insight of “ready, set, accelerate” was extended cohesively throughout all campaign and supporting executions to drive demand.
- Supporting infographics, “snippet” videos, and landing page assets were created to help drive interest and demand for sales contacts as part of the content strategy and communication flow.
- Campaign was structured to continuously test and optimize messages, design, and media channels for maximum results.
“The Dialog Group has been a great partner to work with for us. They’ve been on top of everything that is thrown their way and their performance speaks for itself. They are truly great people to work with!”
Richard Rieves
Paid Media Specialist
Significantly exceeded all campaign KPIs (clicks, cost per click, click thru rate, impressions, and form fills)
Successful launch across programmatic, SEM, retargeting, and social advertising tactics and creative with ongoing optimization
Delivered approximately 20% higher on video completions and overall banner ad clicks than the targeted goal
Achieved 40% higher on the click-thru rate than the performance target
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by Yesenia Cisneros | Oct 25, 2022
Dialog Case Study
Leveraging emotion to drive credibility
Lenovo State and Local Government Messaging
Lenovo is the world’s #1 PC manufacturer, with an almost 23% share of the global market. This body of work was for their Public Sector division with a focus on the State and Local Government vertical.
Lenovo was battling for business with state and local governments, especially agencies looking to spend Federal pass-through funding focused on public safety and infrastructure. Even as many endpoint decisions were becoming commodified, Lenovo wanted to highlight the entirety of its value proposition—technology, services, outcome partnership—in a way that resonated with public sector leaders.
Insights, Action, and Creative Strategy
Dialog needed to find a way to craft a message that was sober and credible but still managed to punch through the noise of tech marketing in the state and local space.
- Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
- Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.
Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.
Development of a Value Proposition and messaging architecture supporting the core idea of technology that was “Built to Serve”
- Connected with public service mission thinking
- Emphasized steadfast reliability and confidence
- Gave Lenovo a chance to talk about its engineering, including their industry-leading product QA
- Delivered interactive sales training
- Created interactive infographics and other campaign elements to illustrate Digital Government applications
“Dialog has a penetrating understanding of public sector buying behavior. This campaign struck the exact balance we needed, between being emotional and being informative.”
Brad Ries
Marketing Director
“These people are constantly getting bombarded. This jumps right out at them when we’re having sales discussions.”
Lenovo Sales Leader
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by Yesenia Cisneros | Oct 18, 2021
Dialog Case Study
AMD 2nd Gen Ryzen Mobile Processor Global Launch
Breaking through the PC entertainment category
AMD is a global semiconductor company that develops computer processors and related technologies for business and consumer markets by providing the building blocks for gaming, immersive platforms and the datacenter.
AMD was launching their 2nd Gen AMD Ryzen™ Mobile Processors with Radeon™ Vega Graphics globally and wanted to create excitement, build consideration and generate demand for their new offering that provides the ultimate entertainment experience to consumers.
Dialog was asked to deliver compelling messaging across distinct personas and campaign concepts while leveraging the overall AMD corporate brand and value proposition across all communications vehicles globally.
Insights, Action, and Creative Strategy
Designed an integrated marketing approach beginning with the brand idea of “breakthrough entertainment experiences” that was extended cohesively throughout all global, marketing communication initiatives across media, target audiences, and marketing efforts to generate buzz and consideration
Creative concepts and messaging was extended by areas of focus (entertainment, gaming, productivity, etc.) and product levels (Ryzen 3, 5, and 7) with engaging and cohesive visuals to deliver a great user experience
“Intel Corp. spent more in marketing and administrative expenses last year than Advanced Micro Devices made in revenue. When it comes to generating buzz, though, there is little doubt that the smaller chip maker has vastly outmaneuvered its much larger peer.”
Wall Street Journal
May 28, 2019
Read Article
Campaigns launched globally in toolkit format including all creative assets and were then translated and rolled out in each region worldwide (US, APJ, GC, EMEA, LATAM)
Concept of break-through entertainment, persona profiles and associated content was fully embraced globally
AMD’s compute and graphics segment now has the highest value AMD has recorded in 12 years in 2020.
Mobile processor revenue has doubled.
Xbox and PlayStation launched with AMD Ryzen processors.
“The breakthrough global messaging and creative campaign that Dialog developed was spot-on! It not only met the unique needs of the regions but was also fully embraced and adopted for our integrated launch efforts across business units.”
Crystal Cook, Mainstream Consumer Campaigns, AMD
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by Yesenia Cisneros | Oct 18, 2021
Dialog Case Study
Carenet Corporate Repositioning & Rebranding
“Intelligent Engagement” for Healthcare
Carenet is a market leader in healthcare engagement services for health plans, providers, and employers providing consumer engagement for 100 of the nation’s healthcare payors.
The core engagement services market was rapidly commoditizing. Carenet brand positioning was identified with traditional call center technology, and its visual identity was solely consumer-focused. This was problematic since, while consumers were a key constituent, they were not the paying customer.
Insights, Action, and Creative Strategy
Developed a position that reflected the core strength of Carenet in creating custom programs and delivering next generation engagement.
- The hybrid audiences for Carenet’s offering were reflected in a brand idea of “What matters to you matters to Us” which emphasized their problem-solving capability and positioned them with a much smarter more professional look designed to appeal to business decision-makers.
- Mosaic patterns were used as key visual elements in order to reflect the modular approach of customized services.
“Dialog “got our company” in a way that others have not. They were able to help us reflect newly forming strategies in the messaging and have definitely taken our brand to the next level.”
John Erwin, CEO
Carenet Healthcare
Brand messaging is widely embraced by the employee base as a major maturation.
The brand identity system was successfully rolled out in online and offline executions as well as in-office décor and signage.
Images from Carenet Healthcare on Facebook
“As a global agency veteran of over 30 years and now a corporate marketing VP, I can say with confidence that Dialog has a thorough and proven brand strategy, value prop, and messaging process that will enable you to find your whites pace and create a meaningful expression for your brand, no matter how complex.”
Skip Dampier, Vice President, Marketing
Carenet Healthcare
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