Objectives

OBJECTIVE: Transform what the industry thinks of when they hear the words "white paper".

GOAL: Drive engagement in social and on-page – to drive downloads and sales leads

Strategy and Execution

IBM Originals took a 9-page thought leadership white paper, from a flat PDF downloadable document -- to an immersive HTML5 digital experience, that is mobile-first and generated interest and engagement from our target audience. The final product personifies IoT in the microcosm of an airplane, its parts, but also its manufacturers and passengers.

The experience allows the viewer to choose the level of detail they want to learn about via a slider that resides in the anchor position. The users can toggle between 4 positions, as they see fit.

• 1)From a quick 1-pager snapshot + a trailer for our "Deconstructing the Future" episode
• 2)to a more intensely visual look, which the user is dropped into as an entry point –
• 3)to the equivalent of 2.5 pages of text info + pieces of the DtF episode chunked up
• 4) all the way to the full white paper text + a full episode of "Deconstructing the Future" through

Deconstructing the Future takes the information contained in the white paper and pushes the boundaries to explain what today's trends could mean 5-10 years into the future of IoT for the manufacturing sector.

Pieces of the episode were developed specifically for social and were deployed on our IBMIndustries and IBM social channels on LinkedIn, Twitter and Facebook. (see links below)

Results

This asset delivered 70% higher engagement than IBM's average post. And it led to 3X more clicks to download the full paper, which allowed us to gather more information on the users – and generate 2X the number of leads we'd projected for this deployment.

Media