Multi-Wave Co-Marketing Campaign
An awareness, education, and lead generation campaign for IBM Watson AI — before AI became mainstream.
Situation
IBM perfected Watson AI long before ChatGPT made AI a household term. Our job was to demonstrate practical usages of the AI technology to marketing and IT professionals. Together with IBM, we chose Analytics as the practical use case to create awareness of IBM’s AI capabilities. IBM chose Transiris not only for its marketing expertise, but also for its in-depth knowledge of IBM technologies implemented in large information systems. The initiative required a unified approach that blended strategic content, digital engagement, and personalized communication — all while reinforcing IBM as a trusted innovator.
Solution
As co-marketing partners, we built a cohesive digital campaign under the theme “Let Your Business Fly with Watson AI,” combining our strengths in creative, technical, and audience engagement to generate qualified opportunities within a high-value segment. The program leveraged our integrated marketing capabilities — from content strategy and branded assets to performance-driven media — to deliver meaningful interactions across channels.
We crafted a content-rich experience that educated, engaged, and motivated action. Rather than focusing on isolated tactics, the campaign was designed to offer a steady flow of valuable touchpoints tailored to the audience’s professional interests. Strategic asset personalization and ongoing performance monitoring ensured that key messages reached the right people at the right moments — all while maintaining flexibility, compliance, and a strong brand presence throughout.
Outcome
The campaign achieved strong engagement across channels, demonstrating the power of co-branded content and personalization. Strategic touchpoints led to meaningful interactions and measurable performance, with results exceeding typical benchmarks in B2B tech marketing.