For the past 15 years, IT professionals have quietly celebrated the obscure holiday, SysAdmin Day. Sophos, a leader in security software and hardware, aimed to own the holiday this year by honoring IT professionals and System Administrators everywhere.
A safe approach may have been to create a media plan and feature a small contest or promotion, which is what many of Sophos’ competitors did. Sophos, on the other hand, invested heavily in upfront concepting and creative. This was then paired with a thorough paid media and social strategy.
The results? Hilarious IT-branded socks, an Ultimate IT Throne, and a wildly successful campaign that won a Gold Addy.
Results & Metrics
6:1 ROI vs. Traditional 1.5:1
12 Days vs. 1 Year to Hit this Volume
Activated Free Trials
Net New Revenue
We designed hilarious Sophos-branded IT socks and then set them up as the go-to gift for SysAdmins. We kicked off the campaign by sending a different pair of socks each day to key IT influencers and then engaged the masses with daily sock contests and giveaways on social channels. For a guaranteed pair of Socks IT pros could download a free trial on the microsite. Demand was so high that we ran out of our first batch of 3,000 pairs of socks on the first day!
ULTIMATE IT THRONE
We hired a local inventor to build the Ultimate IT Throne with lasers, automated nerf guns, motion sensors, a trip wire and sound effects. We encouraged the IT community to share the campaign for a chance to win the Throne. The buzz related to the campaign surpassed that of all other competitor initiatives combined as the IT pros geeked out over the worlds geekiest throne. Check out the video of the surprise delivery of the Throne here.
"IT HERO" VIDEO
Playing up the role of the IT pros as unsung hero, we put together a video distribution strategy to ensure that all IT pros would know that Sophos understood the heavy burden that each of them face. The video was a hit with the IT crowd and relatable enough that it got shared far beyond the IT community accumulating over 300k views in a matter of weeks. Check out the IT Hero video, it’s hilarious even if you know nothing about IT.
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