Tales of the Next Frontier
Case studies tell people which products they need—but when people see themselves at the center of success, it becomes a story they can believe.
Eaton’s broad range of power solutions “make what matters work” for IT pros in all industries. But Eaton needed to sharpen the way they talked about their solutions, moving from an “everything for all” approach to a segmented effort targeting IT professionals’ industry-specific needs and business outcomes.
Case studies tell people which products they need—but when people see themselves at the center of success, it becomes a story they can believe.
Tales of the Next Frontier: real Eaton customer stories recast in an illustrated, graphic-novel-style that showed each audience segment at the heart of the story—along with the real-world outcomes Eaton can empower.
IT audiences (who know they are unsung heroes within their organizations) showed up to find stories like theirs given the heroes’ treatment—featuring IT settings, challenges and solutions specific to their segment—and set all-time highs for time-on-site and engagement.
Impact:
The outcomes storytelling approach resonated with audiences, setting all-time highs for engagement with the experience. Resulting in 160,236 page views (36% more site visits than previous record) and 2:06 average time-on-site (2x higher compared to industry benchmark). Audiences who engaged with the campaign were 21.5% more familiar than audiences exposed to other Eaton content. And Eaton’s net promoter score increased by 144%.