View Larger ImageSerena Software, Inc. 
By Serena Software, Inc.
How do you convey the benefits of an enterprise IT improvement program while reintroducing a one-time tools vendor to an executive audience? Create a story-driven video series built around four relatable characters.
Serena Software did just that with the Doug Serena, CIO web series, a five-episode docudrama chronicling an IT leadership team as they faced and overcame a company crisis. Serena hosted the videos on its YouTube channel as well as created a Doug Serena, CIO homepage housed on Serena's corporate website. The episodes premiered on consecutive Mondays throughout March and April 2012, drawing an audience of thousands and capturing attention from industry analysts and the media. Views continue to grow by hundreds per week, proving the campaign as a durably successful one. Serena created a brand for Doug Serena, CIO, complete with a Web page, weekly blog posts about the episodes, press releases announcing the show's launch and conclusion, and a successful Twitter presence.
The dramatic video campaign was a breath of fresh air into the world of enterprise IT that repositioned Serena in the minds of executives as a vendor that can help them in the boardroom. The story line of Doug Serena, CIO doubled as an innovative case study of Serena's technology in use and as a successful awareness initiative, generating more than 3,000 views and inspiring copycat efforts by Serena competitors. Serena has heard from impressed customers, industry analysts and technology journalists that the innovative web-series provides insight into the real world of senior IT leadership teams. Even though new airings have ended, views continue to grow on a daily basis, proving the campaign as a successful one. Media coverage from industry analysts and technology journalists has generated almost 50,000 impressions to date.
March 2012 to present
Add a Review
Overall Rating: |
My Rating:  |
Share this entry:
Reviews
Well, this is so nice to think...
Reviewed April 16, 2013 by Steve Brad
Well, this is so nice to think about leaving comment here. | Tadalis | | Zenegra |
Report Inappropriate Review
I would like to say thank for sharing...
Reviewed April 13, 2013 by www.engineers-tech.com/
I would like to say thank for sharing this great article. We can’t get this kind of information from www.engineers-tech.com/
Report Inappropriate Review Iconia...
Reviewed April 11, 2013 by rosie
Iconia PC Tablet dengan Windows 8 | Konsumen Cerdas Paham Perlindungan Konsumen
Report Inappropriate Review
good story with good dealing style.....
Reviewed April 10, 2013 by fred
good story with good dealing style.. Social Bookmarking
Report Inappropriate Review This is a good article, the content...
Reviewed April 1, 2013 by annaonline
This is a good article, the content is very rich, and I really like, I will continue to support you! Cheap Snapback Hats
Report Inappropriate Review This is a great hard...
Reviewed February 15, 2013 by iseeq255
This is a great hard saddlebags site ! it was very informative. I look forward military leather jackets in reading more of your work.
Report Inappropriate Review SRSG incorporated in 1997 with...
Reviewed February 8, 2013 by SRSG
SRSG incorporated in 1997 with a vision to provide the technology of Apple Computers, the Services and Technical Support that is a match for its power and usefulness. Grass valley camera
Report Inappropriate Review
The wholesale new era caps is synonymous...
Reviewed January 28, 2013 by Wholesale Snapback Hats
The wholesale new era caps is synonymous with professional baseball which was introduced in 1954 Beanie Hats
Report Inappropriate Review excellent strategy and vision
Reviewed September 3, 2012 by Erik
excellent strategy and vision
Report Inappropriate Review What a great video and humerous...
Reviewed August 30, 2012 by Bob Yates
What a great video and humerous way to communicate usually dry and boring but tremendously needed information.
Report Inappropriate Review