IBM

We are responsible for strategy, data insights and creative development across business units and the IBM masterbrand in social.

IBM was once the technology partner to hire that wouldn't get you fired. With the boom of tech start-ups and tech innovation, IBM began to lose relevance amongst it’s core audience. They were no longer the safe bet and lacked innovation.

As their Social AOR, in partnership with Ogilvy, we set out to reposition the brand as a partner for those bringing creativity to business, increasing relevance amongst current and future tech buyers.

We led the social launch of the new IBM brand platform, Let’s Create that defines a new era of business creativity and introduces the visionaries who are leading the way.  

Swift was responsible for developing social that spoke to B2B audiences across platforms in ways that would resonate and drive engagement on very cluttered platforms like LinkedIn and Twitter.  

The launch, chapter 1, introduced the idea of Let’s Create and what it means to bring creativity to business.

Chapter 2 is where we found social first ways to tell IBM client stories, including partnerships with the Masters, US Open and Wimbledon.  

Finally, in chapter 3 we introduced the new creators who are bringing creativity to business—telling their stories over time with interviews and coded portraits in line with IBM Think on Tour as it covers the globe. 

To date, we've seen a lift in relevance based on paid social  brand lift studies.