Cisco wanted BlueMelon to help them build a big digital experience for Cisco Live! 2020, with meaningful content that would excite and engage an audience that was typically resistant to engaging on social media.
We put people and their needs at the core of our thinking, uncovering unique buyer personas and yielding a deep understanding of who Cisco would be talking to and, what they wanted to hear.
In design thinking, BlueMelon will always ‘frame the problem’ in order to conjure truly human-centred creative solutions for the client. For Cisco, this was put to them as a question ‘What do we wish?’. The teams’ wishlist highlighted past hurdles they wanted to clear, and many of the challenges that they historically faced with their social media strategy. In design thinking, by framing the problem, it often organically leads to solution-focused thinking. During workshops, this is a crucial step for BlueMelon, whereby a ‘How might we?’ statement is framed. For Cisco, the exercise turned their challenge into an opportunity, and it became clear to BlueMelon what Cisco needed to get out of a social media experience at their event.
Now that the end-goal was in sight, we had to get to know Cisco’s target audience. With the guidance of the Cisco team and their vast consumer knowledge, we shaped three very different buyer personas, with their individual pain points and goals defining the very different social media experience that each would have at Cisco Live! 2020.
With a clear goal and a defined target audience, we facilitated an ideation session, a creative brainstorm that revealed unique angles that had the potential to gain the attention of Cisco’s various personas. These collective ideas were then grouped into buckets of recurring themes and topics for further exploration. The ideas were fleshed out and cultivated into specific event touchpoints, customized to engage each persona, and plugged into the user’s unique journey, created with an experience mapping session.
Focusing first on what matters to people, we crafted a user journey for each persona. From the pre-event when they opened a targeted EDM or web browser, through the event itself (in person or virtually) and continuing on to engaging post-event content. The experience map presented an opportunity for event longevity; re-imagining a three-day conference into multiple micro-content campaigns that would stay relevant and engaging until 2021.
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You got this far. and you know it. Whether you are re-branding or creating a brand from scratch the best way is the good way. This 2 hour workshop will set the path to success. It gives clarity and help make quicker decisions and better content and marketing - down the road.
You got this far. and you know it. Whether you are re-branding or creating a brand from scratch the best way is the good way. This 2 hour workshop will set the path to success. It gives clarity and help make quicker decisions and better content and marketing - down the road.
You got this far. and you know it. Whether you are re-branding or creating a brand from scratch the best way is the good way. This 2 hour workshop will set the path to success. It gives clarity and help make quicker decisions and better content and marketing - down the road.
Well planned and authentic content and communications have never been more critical. We know how it goes. You are challenged to create relevant, useful and meaningful content that aligns with your customers needs. Either you need it yesterday or to be prepared to shift your strategy for the future. Don't worry we here you to help. We work with our partners globally to run workshops and projects online and can run a comprehensive online strategy session that will help you get clear on your approach, core communications and how to execute them - tomorrow or in the coming months.
Well planned and authentic content and communications have never been more critical. We know how it goes. You are challenged to create relevant, useful and meaningful content that aligns with your customers needs. Either you need it yesterday or to be prepared to shift your strategy for the future. Don't worry we here you to help. We work with our partners globally to run workshops and projects online and can run a comprehensive online strategy session that will help you get clear on your approach, core communications and how to execute them - tomorrow or in the coming months.
