Comedy & Cloud Computing: An Unlikely Double Act Performs on LinkedIn

The challenge

With the pandemic forcing more people to work remotely – and many companies now moving to hybrid working permanently – Nutanix wanted to generate more leads for its end-user computing (EUC) offering.

It commissioned comedian, Joe Wilkinson, to star in a series of videos interviewing the company’s technical experts and demystifying the benefits of EUC in a light-hearted way. 

Nutanix had a budget of £15,000 to spend on LinkedIn Ads and tasked Receptional to use it, along with the video series, to generate 250 leads, with a cost per acquisition (CPA) of £60 each. 

The solution

Receptional developed a strategy with two innovative approaches: 

1. Audience targeting

Nutanix wanted the campaign to reach a list of specific job titles at target accounts. But these proved too niche for LinkedIn. So Receptional adopted LinkedIn’s lesser-used targeting options, such as Skills and Group Membership, to reach a broader “buying committee”. 

2. Ad creative

Through a combination of teaser images and Lead Gen Forms, Receptional delivered a click-through rate almost 2.5 times higher than the LinkedIn average. This enabled users to watch the full video series quickly, while giving Nutanix enough data to qualify leads.