VMWARE: “Advantage: You”

Two back-to-back campaigns that crushed it. The first resulted in a 400% increase in new and renewing paid subscriptions to a VIP savings program for members of the VMware User’s Group (VMUG). Not only did this campaign earn coverage in Ad Age/BtoB, but it also led to the second campaign—a global membership drive that achieved an astonishing 41% conversion rate by gamifying recruitment through a customized automated marketing program.

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Role: Strategy; Concept; Copywriting; Development Team Sourcing & Management

For: Creative i

Elements: Advertising; mobile app; automated marketing platform—email, splash page, member dashboard & more