Winning The Drum Awards for B2B in the Partnership or Collaboration category was Ogilvy Chicago and CDW for a campaign that leveraged B2B influence on TikTok. Here is the award-winning case study.
Our campaign aimed to increase consideration of Microsoft Surface devices among ITDMs and direct them to CDW’s website. As CDW made its debut on the platform, our goal was also to increase brand visibility on TikTok.
CDW’s target audience is IT decision-makers. Three out of five IT decision-makers are influenced by at least one social platform during their decision-making processes, and 73% have interacted with vendors on social networks, making social media a key touchpoint to reach this audience. Although CDW already utilizes several digital platforms, it had not yet established a presence on TikTok. We were excited to change that.
In parallel, we also discovered that small businesses were rapidly growing in the US, with 99% of …