By Banyan Branch
From viral videos to community management, our work with Parallels has shown direct, significant impact on their business goals. With careful, strategic social media engagement and compelling campaigns, we've positively shifted social conversation sentiment, increased market share and captured top-of-mind awareness for the software leader.
When Parallels wanted to reach a younger demographic, they partnered with Banyan Branch for a social landscape analysis. Our team researched social media trends for young men ages 18-24 & found we could capture attention with a video that's catchy and not heavy-handed on branding. Thus, the "I'm on a Mac" video was born. We worked closely with Parallels' marketing team and Seedwell to create the spoof, which resonated with young men & digital geeks everywhere.
The video ends directing viewers to SwitchToMac.com. Visitors can find out "How Mac or PC Are You?", share quiz results on Facebook & Twitter, read blog posts and engage in discussions on Macs vs. PCs. With the success of "I'm on a Mac" and SwitchToMac.com, our work has positioned the software company as a leader in market share for this demographic.
The Mac vs. PC campaign helped Parallels increase its market share, decrease the amount of negative conversation and expand its reach into a specific demographic of interest. The campaign helped drive negative conversation of Parallels against its competitors from 48% to less than 15% in three months. To launch the video, Parallels and Banyan Branch produced a promotional blitz, reaching prominent social, news and tech sites like Gizmodo, TechCrunch, Huffington Post, TechFlash, and Mashable, which garnered over 100,000 views in the first 24 hours. The video was listed in YouTube's "Most Viewed" and "Top Favorited" lists during launch week, and featured as a YouTube "Spotlight Video" in several countries. "I'm on a Mac" drove over 200,000 page views to the microsite, SwitchToMac.com in its first month.
During a social campaign push to reach the monthly sales goal, we promoted a special to Parallels Twitter and Facebook fans that garnered (and surpassed) the 1% needed to reach the set goal.
January 2010 to present
Overall Rating: (3 votes)
Reviewed December 30, 2012 by james
I think the ideas and work behind this is so good. So many will be able to benefit from it all here. Great job on it here. Toronto condo furnitureReport Inappropriate Review
Reviewed November 4, 2011 by John
I loved Parallels' "I'm on a Mac" and "Avatar" spoof videos. Very creative and entertaining. Love the Parallels Desktop 7 for Mac product and Parallels Mobile app for iPad and iPhone.Report Inappropriate Review