BlackBerry
Taking a trusted brand known for the security you have in the palm of your hand and reintroducing it into the company protecting everything you touch.
The Back Story
BlackBerry was a brand that had faded into the woodwork. Once a much loved and trusted mobile device brand by consumers, BlackBerry lost its dominant position in the market over the years. The common answer to the question of “Whatever happened to BlackBerry?” was “I don’t really know...are they still around?”
BlackBerry was looking to reposition itself back into the marketplace as a new embedded IoT security company. The result was the launch of a visually impactful brand campaign out into the world called Epic. This new campaign answered the question of what BlackBerry had been up to once and for all.
Transformative Storytelling
In order to reposition BlackBerry, we needed to find a way to shift audience perception of the company from that of a B to C to being now a B to B organization. The Epic campaign achieved this with a combination of visually stunning photography paired with messaging tying BlackBerry’s history to its vision for the future.
“Epic” branding yields extraordinary results.
BlackBerry implemented a mix of both paid and organic media to launch this new repositioning brand campaign. This media strategy included full page ads in the New York Times and Washington Post, Display ads on Wired, Business Insider, Forbes, the New York Times and Washington Post along with paid social media on Twitter, LinkedIn, Facebook, and Reddit.
This totaled 70,909,782 impressions including print
The paid media has achieved 47% more than targeted exposure; And 27% more engagement than projected
BlackBerry.com
[Q1 FY 22 - March 12-May 31]
Visitors: Up 22% to 2,134,243
Direct traffic: Up 80% to 982,651
Homepage: 37.4% of all traffic
Time onsite: Up 20 seconds to 3:02
Mobile Visits: Up 2% to 865,975
Desktop Visits: Up 42% to 121,5130
Stats
[Q1 FY 22 - March 12-May 31]
Full Week Forbes.com:
Impressions: 1.6M
CTR: 1.22%
(avg CTR 0.11%)
*Note: This broke all records for a display tactic.
.10% Display CTR
.08% average programmatic display CTR across B2B
+5% Branded keyword CTR
+4% average branded keyword CTR across B2B
.90% LinkedIn CTR
.30% average LI CTR across B2B
Made at First Person
Account Manager at First Person: Brandon Grande
Executive Creative Director at First Person: Marcello Grande
Vice President of Corporate Marketing at BlackBerry: Brian Clevenger
Narrative Strategist at First Person: Stefan Mumaw
Project Manager at First Person: Cameron Baxter, Vanessa Greene
Writers at First Person: Eric Melin, Vanessa Greene
Creative Director at First Person: Vanessa Greene
Art Director at First Person: Eli Woo
Animators at First Person: Eli Woo