Showcase(ing) with buzz and chatter for Autodesk
media + search + social
Autodesk® Showcase® is a real-time visualisation tool producing stunning, high quality renderings of CAD designs. Sadly, however, it was not well known (apart from among hardcore aficionados) and Autodesk wanted to use Social Media to help educate customers and prospects about the value of real-time visualisation and create demand
Social media and content analytics showed us that a large amount of Autodesk-branded content already existed but was disparate and not effectively contributing to Autodesk’s marketing.
The solution was to create a content destination for Showcase users and 3D design professionals. We worked closely with our social media agency partners Content & Motion (C&M*) to develop a bespoke Showcase site for both the UK and Italian markets. This highlighted the best in 3D design by Autodesk customers and provided best practice tips and insights from Autodesk technical experts.
We spread the word using display advertising, SEM, a blogger PR programme and other content seeding techniques – and this, combined with strong content optimisation, a SEO programme and great search engine visibility. We then went further, introducing competitions and trial downloads as incentives for active participation.
Content was generated by C&M* and Autodesk experts who were trained in best practice blogging and online engagement. Agency-side, we collectively managed the weekly editorial and publishing agenda via regular content analytics, trend analysis and content mapping – resulting in a steady flow of highly optimised posts targeted directly to the wider 3D design community.
Organic search rankings for key terms such as “design visualisation” were high from the start of the campaign – resulting in a high level of interested traffic.
In the UK, the blog was responsible for referring 20% of all new product leads to Autodesk’s main Showcase product centre site. In Italy, where traffic was a little lower, the site still fared well – driving 10% of all leads.
In the UK, the competition drew a variety of high quality responses from the 3D community. Professional visitors were asked to contribute their best 3D design portfolios, with the best winning a high end graphics card from Autodesk partner ATI.
This competition was central to raising the profile of the site and campaign. Engagement work via bloggers, forums and Twitter resulted in a tenfold increase in traffic for the month of the competition – the majority of which was driven from niche 3D design blogs and online media.
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