Client: Soasta (Mountain View, California)
Agency: Grayling (San Francisco)
Campaign: Test Your Strength
Duration: June 9-14, 2014
Soasta and its AOR Grayling launched a multimedia campaign highlighting the company’s strength in website and mobile-app testing at rival HP’s Discover event in Las Vegas (June 10-12).
"Many people didn’t understand there was an alternative to the legacy players, such as HP and IBM, for web-performance testing at high speed and scale," explains Soasta’s SVP of marketing Peter Galvin. "This campaign was designed to brand Soasta as a leader and differentiate us from legacy competitors. We were specific about the big difference between the technology we’re providing today and legacy providers’ technology, which was developed 20 years ago."
Grayling came up with the concept, positioning, and messaging for large indoor and outdoor ads, social media outreach, media relations, and a dedicated page on Soasta.com.
"The creative concept of a swimmer racing to the finish line showcased Soasta as a modern, agile competitor to HP and other legacy brands," says agency SVP Curtis Sparrer. "We took a rolling thunder approach to social media and traditional media engagement by connecting Soasta’s work to the hottest topics of each day."
Galvin says positive messaging was key.
"Our competitors’ messaging is typically focused on fear and uncertainty about sites or apps crashing," he explains. "We wanted to drive the positive message about testing the power and performance of websites or mobile apps to prove they will meet any requirements a client might have. We used the metaphor of a world-class athlete to do that."
Media and blogger outreach began in late May. Industry outlets and consumer tech and general consumer outlets were targeted.
"We established CEO Tom Lounibos as a thought leader in cloud technology and the Internet of Things, which is a hot topic," Sparrer notes. "We conducted a survey of 2,000 people and pitched resulting data that shows how Americans use the cloud, what they think about the Internet of Things, and what movie they thought best predicted the future."
The ads ran throughout Las Vegas’ McCarran International Airport and in other key locations around Las Vegas June 8 to 14.
The team tweeted about the campaign and ran promoted tweets during the same week.
Campaign related posts were also made to Soasta’s Facebook page and Grayling’s Facebook page.
Galvin says the campaign generated six new business leads worth five to six figures each and record website traffic in the week of June 9.
"Website traffic was up at least 40% June 10, 11, and 12 compared to the same days the previous week," he adds. "Since then, traffic has remained up about 12% compared to average monthly traffic before the campaign."
The campaign also garnered nearly 6 million ad impressions and 200,000 Twitter impressions.
Thirteen unique stories were placed (99 overall media mentions) in outlets including BloombergTV, Fox Business, Business Insider (US and Australia), and CNET.
The team continues to drive the "Test Your Strength" concept through social media outreach, media relations, and industry events.