TeamViewer

Although today TeamViewer’s products extend far beyond traditional screen sharing, early perceptions have persisted. Very Media were tasked with shifting these perceptions via TeamViewer’s Make Work Work Better campaign, promoting their comprehensive remote operations platform, augmented reality support and the digital workplace.

The priority was to build recognition among enterprise-size businesses in the US, UK and Germany. While awareness was strong in Germany, it was weaker in the UK and particularly low in the US, making US penetration a core goal.

A secondary objective was to collect first-party data to support TeamViewer’s downstream demand-generation activity.

Campaign success was measured by independent brand research conducted by Dynata, and supported by the volume of quality data collected for demand gen.

Target audience

The campaign targeted C Suite and Senior Business Decision Makers within enterprise sized organisations with 5,000 + employees. TeamViewer also aimed to highlight industry specific user cases to IT and OT professional across banking, insurance, manufacturing, CPG, retail, healthcare, utilities and logistics.

Target markets were the US, UK and Germany with a focus on the US, with the highest media investment relative to universe. We worked with TeamViewer’s regional teams to identify core US states to target in order to maximise efficiencies with the budget available.

Our approach

Our strategy balanced three objectives: build brand; educate and shift perception; and capture data. A highly data-driven digital approach enabled precise audience targeting and pool-building, supported by long-form content channels and video formats for deeper education.

At the heart of the campaign was a multi-market and multi-format partnership with Bloomberg delivered in record time. Bloomberg conducted research in the US, UK and Germany to understand perceptions of the digital workplace to defined audience groups, delivering outputs through an immersive article, radio, podcast and video. Content was hosted on Bloomberg channels, driving scale, engagement and credibility.

We extended reach by partnering with premium news and business titles indexing high against the SBDM audience, including CNBC, WSJ, Forbes, FT, Handelsblatt and The Register, amplifying the Bloomberg research further.

We planned and activated digital channels, including programmatic and social, to deliver impact and storytelling through video, while building frequency and driving traffic with static and banner formats. To maximise reach, we applied precise audience targeting using select publisher data, custom third-party segments, and TeamViewer’s ABM audience data. Premium inventory was curated to ensure ads appeared only in brand-safe, contextually relevant environments.

Podcast, trade media and OOH channels rounded out the media mix, increasing the campaign’s reach and frequency across multiple touchpoints.

Working closely with the creative agency, Rooster Punk, we developed an ad delivery plan that built the campaign narrative using core Make Work Work Better messaging and tailored industry case studies.

The results

The campaign successfully exceeded the multiple KPIs set. Dynata research in the US showed a 50% increase in recommendation and 22% uplift in awareness. Bloomberg commissioned research with Differentology across all markets recorded a 47% awareness uplift and 85% recommendation uplift.

The campaign delivered well over 100 million impressions across all devices, generating significant audiences for demand gen activity. Overall there were over 40m video views and paid content was consumed for a total of 8,000+ hours.