Historically, tech companies have used IT Professionals Day (yes, it’s a real day) to offer a generic “thank you” to the industry. At GoTo, we wanted to do something different (on a shoestring budget). As the Creative Lead on the project, I was tasked with guiding the team to brainstorm a handful of concepts we could deploy to help us stand out from the rest.
This concept (internally titled “Leave IT to the pros”) was the hands-down winner. The idea was simple: let’s ask kids (future IT pros) real IT questions, record their responses, and just post the series to our owned social channels. And boy, was this idea ever a winner.
Our KPIs at the outset for these organic social videos were 15k impressions and 500 engagements. With 55k impressions and 2K+ engagements, these videos blew those totals out of the water (+370%!).
Check out our series below. And as a bonus: the quick video I shot with my daughter, Natasha (4 years old here) to prove that the concept would work. Although neither she, nor my other daughter, Katya, would make it into the final videos due to unfortunate timing with production and personal travel schedules. Blergh. The upshot: there’s always next year. Amen, America.
