Best B2b Online Campaign

CHALLENGE
How does a business build awareness and consideration for services the world doesn’t know they are in? Xerox, the iconic copier brand, faced this dilemma wanting to reposition itself as a leader in business process outsourcing, but lacked a unifying focus and vision to shift perception.

IDEA
To start, Xerox uncovered a larger problem facing the working world – work just isn’t working. Companies are bombarded by workflow solutions, but don’t see the benefit in performance and business outcomes and employees simply can’t work any harder, longer or faster. Xerox believes the next frontier of progress requires improving the work itself. So from insight, came our new brand communications platform: "Work Can Work Better"
To deliver on this promise, Xerox needed to rethink their entire digital ecosystem. By starting with their owned properties, Xerox.com was built to be a content platform simplified and streamlined to tell real stories about how business can work better.
From there, a digital campaign was created bringing the best content to digital display and rich media, providing insight and engagement that would move the needle of consideration and interest to Xerox’s business offerings.

RESULTS
Launching in September 2015, the "Work Can Better" Campaign has been one of the most successful Xerox campaigns in recent history in terms of reach and engagement:
From a digital standpoint, the first 2 months generated:
-126MM impressions
- 240K clicks to the site
- 74K conversions
- 34.15% CVR
- 1.8MM video preroll views

Contributors:

VP, Account Managing Director:	Britta Dahl
Account Director:	Seth Galena
Senior Account Manager:	Marni Levine
Account Executive :	Arantza Urruchua
Assistant Account Executive:	Noah Eisemann
Creative Director:	Brian Musich
Creative Director:	Gary Baker
Creative Director:	Fern Cohen
Creative Director:	Margot Owett

Y&R

Location: USA