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

The Nutanix logo

Nutanix is a cloud computing company with over 19,500 enterprise customers worldwide, such as jetBlue Airways, Nasdaq and Volkswagen.

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.

A play button

They’re very knowledgeable when it comes to LinkedIn. Their recommendations are on point and the campaign has been a huge success!

Kath Ilsley
Enterprise Marketing Manager, Nutanix

The results

Nutanix set out to generate 250 leads with a target acquisition cost of £60 each. Receptional’s strategy generated 489 leads with an actual cost of £30.67 each. That’s nearly double the target with half the CPA.

More importantly, the strategy didn’t just capture email addresses, but high-quality leads. Approximately 80% of the contacts became marketing qualified (MQLs).

The overall volume of these leads greatly exceeded the client’s expectations and gave them renewed confidence in LinkedIn as a channel.

The campaign was also recognised at two awards:

  • Finalist for Paid Media Campaign at The Drum Digital Industries Awards
  • Bronze Winner for Best Use of Social Media - B2B at The Content Marketing Association Awards.

 

An example of the ads we created for Nutanix

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