A New Way to Work
A New Way to Work showed how data is changing the way people work – and changing how the world works.
We needed to connect with key audiences in a meaningful way. IBM had over 400,000 web pages on its site, and users were getting lost. From the research we conducted we found that they loved the breadth of offerings IBM had, but had a hard time finding examples that were relevant to their industry or business challenges. We created a digital ecosystem designed to identify individuals within a larger audience by role, and and assess how ready they were to purchase IBM’s offerings.
Just because it’s B2B advertising, doesn’t mean it needs to look like B2B advertising.
Shout out to photographer Jake Chessum.
Unique content for specific personas.
The content on the site was persona based, and would dynamically change depending on the link the user entered from.
Our audience centric approach changed IBM’s web content strategy, design & development standards.
IBM’s Style guide
IBM had over 400,000 web pages, many rendered on different publishing platforms with different layouts, different typography and iconography, and inconsistent UX patterns. I was asked to help led the development of the latest version of their internal UX/UI style guide, along with creating all the UX patterns that would appear across the site. The New Way To Work campaign site was one of the first sites IBM published that leveraged the new responsive grid, CMS, and modern targeting technology that finally allows us to track a user across the entire platform.
IBM has continued to leverage and build on my teams work well beyond my tenure at Ogilvy.
User journey strategy
I led the strategy through to execution on the site, including custom messaging for audiences we were targeting, to ensure content was relevant and actionable. We leveraged online advertising to drive different audiences in through unique URL’s, which in turn pulled content to the page that built on the messages and offers they had already seen.
Unique experiences
Banners drove users to unique versions of the site. Page layouts and content models would update depending on the audience path.
Targeting the traveling executive
Smarter decisions are made with IBM.
Smarter apps are made with IBM Bluemix.
Smarter personalization with IBM Cloud.
Smarter apps are made with IBM Bluemix.
Smarter insights are made with IBM.
Smarter apps are made with IBM Mobilefirst.
Smarter communication with IBM Verse.
Smarter security made with IBM Bluemix.
Smarter clouds are made with IBM Softlayer.
Smarter business is made with IBM hybrid cloud.
