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Xerox Set the Page Free

Xerox is an iconic brand with a strong history of innovation in office technology and printing. But, while people know Xerox, they think foremost of its legacy as a copier company. Together with Y&R, we launched a new communications platform called 'Set the Page Free', enabling us to position Xerox at the intersection of print and digital, and a true innovator in the way that the world now collaborates, communicates and works.
AWARDS / B2B / CONTENT / DIGITAL / IT / OMMA / TECHNOLOGY / USA / XEROX

THE CHALLENGE

Xerox is an iconic brand with a strong history of innovation in office technology and printing. The challenge was, that while people know Xerox, they think foremost of its legacy as a copier company. How could we create awareness about today’s Xerox and how it is providing digital, mobile and app-based technologies and solutions that innovate the way the world works?

OUR SOLUTION

Together with Y&R, we launched a new communications platform called 'Set the Page Free'. This provided us with a way to position Xerox at the intersection of print and digital, and a true innovator in the way that the world now collaborates, communicates and works. To bring this to life, for the first time in history we tasked 14 world-famous writers to collaborate on a book about the modern workplace, using Xerox technology to ensure a seamless process. This epic production was marketed using a multi-channel approach, including a mobile-first landing page hosting behind-the-scenes content via documentaries and podcasts with the contributors using Xerox technology. Content teased daily on social to drive continued engagement with both organic (via Authors personal handles) and paid tactics. Sequential video retargeting to re-engage the 'hand-raisers' audience with new author content. Optimized day-part flighting daily based on competitor SOV to maximize effective reach. And earned coverage in New York Times, Entertainment Weekly, New York Post, Cheddar and Forbes.

DELIVERING RESULTS

This campaign elevated perception scores across a range of markers, including Xerox as a high quality, innovative, and progressive brand. 

Attribution analysis showed a 20% lift in engagement on Xerox.com from the campaign.

A sample of business decision makers were 13 times more likely to consider Xerox in the future, 15 times more willing to accept a proposal and 18 times more likely to visit Xerox.com.

Following the campaign, Xerox identified over 17,000 prospects for lead nurture, surpassing their initial target.

%
LIFT IN ONLINE ENGAGEMENT

RECOGNITION

This campaign won Best in B2B, Online Marketing at the 2018 OMMA Awards.
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