#DaaSJams Tops The Charts with IT Community

Citrix needed to capitalize on urgency around remote and hybrid work, building awareness for its DaaS Solution — without polarizing customers on its older on-premises VDI tool

Insight

Through robust research on our target buyer’s vantage point and experience, we came to one horrifying conclusion: buying B2B technology is a battle, usually withpainfully dense, dry and technical content to inform a highly complex purchase. We would have to veer far from that type of marketing to catch attention in a noisy market.

Idea

We decided we wouldn’t just let these products, Citrix DaaS and VDI, speak for themselves in boring content marketing. We would have them rap, sing
and dance too.

So we unleashed the #DaaSJams social media campaign, featuring DJ DaaS, The Notorious VDI and a cast of supporting Citrix-branded characters. These musically inspired robots belted out about primary decision points for buyers in music videos across four genres (Rap Battle, New Wave, Motown and Ballad), each with custom lyrics and music. With fun social media copy and supported through paid promotion, it was unlike anything else in the industry.

Results

The 4-month campaign earned rave reviews, off-the-charts engagement and record-breaking traffic to product content on the site (with an average of 6 minutes and 9 seconds spent).