The Syllabus:
Identiv is a global leader in seamless authentication and security solutions. In 2021, the company launched an innovative, integrated campaign that aimed to breathe new life into Identiv’s social strategy while forcing an audience that is used to dry, boring security content to do a double-take.
Lesson Plan:
Identiv’s “Not Tom Cruise: Mission Possible” campaign featured nine YouTube episodes starring the most recognizable and decorated Tom Cruise impersonator in the world who acted as a spokesperson for the company’s video management system product, Velocity Vision. The playful video series was full of frenetic energy, charisma and famous Tom Cruise one-liners.
The videos were syndicated on Instagram, LinkedIn, Twitter and Facebook. Identiv also reinforced the social campaign with an ongoing email sequencing campaign to engage current Identiv customers while hyper-targeting prospects in various industries. There was also a unique gift box component that was sent to Identiv’s top-50 dealers, which included a top-secret “mission possible” spy case with playful, on-theme pieces, engaging content about Velocity and other gifts and treats, including a Tom Cruise-themed Spotify playlist.
Report Card:
Since launch in June 2021:
- 27,827 views on YouTube, 617.5 hours of watch time, 109 subscribers and 73K impressions
- 10,360 impressions and 44.17 reach per post across Facebook, Twitter, and LinkedIn
- 183K accounts reached and 167 accounts engaged on Instagram; followers up +13.1% from 2020
- 313 unique email clicks
- $2,700,410 in revenue share
Report Card:
Since launch in June 2021:
- 27,827 views on YouTube, 617.5 hours of watch time, 109 subscribers and 73K impressions
- 10,360 impressions and 44.17 reach per post across Facebook, Twitter, and LinkedIn
- 183K accounts reached and 167 accounts engaged on Instagram; followers up +13.1% from 2020
- 313 unique email clicks
- $2,700,410 in revenue share
