Emotionally-branded Content Converts Software Users
GRAPHISOFT is a global software developer. Their ARCHICAD and BIMx technologies enable architects to push traditional boundaries of creativity.
The goal: disrupt an industry by producing a riveting original monthly video series. Episodes interviewed high-profile architects and explored how they innovate using the software.
This unexpected marketing effort, supported with social media, brought the stories of architects and designers to life. The online series turbocharged sales efforts, expanded awareness, deepened loyalty among existing customers and captured market share from the largest competitor.