The equity of WebEx SaaS video conferencing was used to increase brand awareness for new Cisco Spark — and the style moved to an airier look to reflect an updated in-product revamp. The second Meet Brilliant integrated marketing campaign included out-of-home, programmatic, and landing pages.
ROLE Design refresh and execution across all campaign assets.
DESIGN/UX CHALLENGES I was asked to take an existing campaign and bring it in line with a new visual direction. Product updates in WebEx Meetings and new organizational changes in management prompted the request.
SOLUTION The original grid system remained, with a visual shift toward a lighter, airy look. CIsco Sans is used in the Light weight and pops against a neutral ground in WebEx product colors. We kept a sense of the original product imagery but pivoted to images with pale light-filled backgrounds. The target audience was net new for the “End User/Up & Comer” persona. We had previously tested out of a 2-step form but re-introduced it in these landing pages.
RESULTS The revised campaign saw a +12% lift in conversions.
These first-touch animated banners were used to increase brand awareness and drive business for ecommerce and sales leads.
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Powering more video meetings
than everyone else combined.
Meet brilliant.
With WebEx.
Targeted programmatic directed the audience to a refreshed Meet Brilliant responsive landing page that detailed the bundled offer value proposition.
With the success of the earlier design, this free-to-paid campaign was modified for the new style before testing other elements. Upsell provides existing customers an opportunity to move to a paid account.