autodesk

Brief:

Autodesk was in the process of updating its business model, moving toward a subscription-based program for its flagship engineering software. Our task was to convince both current and new users across the globe to subscribe.

Approach:

We learned that engineers aren’t just problem solvers through our strategic briefing -- they are problem seekers. They see the world more intimately than others. Through careful research, we soon learned that competitors boasted superior features as a method of growing their customer base. . We saw this as an opening: we would lead with a more emotional message, one that tapped into the engineers’ unique experiences.

We invited them to point out the innovative qualities inherent to everyday objects.   We posed to each of them this question: “What do you see?”. By taking this approach, we were able to showcase software collection without becoming too reliant on features, thus focusing more on the emotional connections we had made with the engineers. 

We designed this campaign to expand across the three phases of the Customer Journey: Awareness, Consideration, and Buy. Each phase had its own set of creative assets to lead the audience through to the end. . Total assets managed: 150+.

Results:

• #6 Top Tech Sponsored Content - LinkedIn

• 300% higher engagement on LinkedIn averages

• 1.52% CTR

• 2019 Award of Excellence - ANA B2B MASTERS OF MARKETING