NEW YORK, Nov. 10, 2015 /PRNewswire/ -- Original market research is a great content marketing tool that can help position a company as an industry thought leader. But how does a brand seeking to gain visibility and engagement around primary research—and to turn that engagement into business leads—create a formula for success?
According to Intermedia, a provider of cloud business applications, a key to boosting campaign visibility is creating a video to capture a targeted audience's attention and spark engagement. The results of the brand's recent campaign are featured in PR Newswire's latest case study, Intermedia Boosts Campaign Visibility with Award-Winning Video: A MultiVu Creative Services Case Study.
Intermedia's content strategy includes primary research on critical industry issues in the IT sector. Based on their market experience, they identified a gap in education around policies that were creating massive business and legal security risks. Intermedia performed primary research on the subject that confirmed their suspicion: 89% of former employees retain access to sensitive corporate apps such as Salesforce or PayPal.
Intermedia worked with MultiVu Creative Services, a division of PR Newswire, to plan and execute a video as a central part of their research-based campaign, christened "Rogue Access." The video was featured in their multichannel, integrated PR and marketing campaign that included Multimedia News Release, a branded landing page and press release distribution.
The results were impressive. The video produced by MultiVu, "The Ex-Employee Menace: Rogue Access," won a Telly Award and Intermedia's campaign saw organic media pick-up and significant conversion of traffic into leads.
"We were very satisfied with the results of this campaign," said Dave Prager, Intermedia's Director of Communication and Creative Services. "So much so, in fact, that we just launched a sequel of sorts, with updated research and a live-action video shot and produced by MultiVu. This campaign is on track to be even more successful than the original."
Based on the campaign's results, Intermedia has truly found a "Success Formula" for generating engagement as well as leads. For more about their success and how to replicate it, download the case study here.
About MultiVu Creative Services
MultiVu, PR Newswire's award-winning and experienced multimedia production, distribution and media strategy group, can produce and strategically place compelling content across multiple platforms that drives engagement and delivers results.
About PR Newswire
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.
Vice President, Strategic Communications & Content
SOURCE PR Newswire Association LLC