This fun and quirky video about Micron’s collaboration with CERN was the product of Micron’s first-ever branded content partnership, a program which I introduced in 2019.
Micron had traditionally tried to produce these kinds of stories in-house (in our internal Creative Studio), producing some great creative assets that unfortunately typically fell short of campaign targets.
Highlights
By working with CNN’s Great Big Story team as a media partner instead, we were able to go from the typical set of thousands of views to over 477K for this piece on YouTube alone, and created an entire “surround sound” content campaign with our thought leadership and content marketing engine, as well as at our flagship customer event, Micron Insight 2019, in partnership with Techonomy.
Finally, we integrated this story into our corporate ad campaign in 2019, running display, programmatic and YouTube ads that overperformed our targets for impressions, awareness and visits to our thought leadership site.
content marketing
https://www.micron.com/insight/microns-technology-helping-cern-unlock-the-secrets-of-the-universe
Micron Insight 2019: Big Data Unlocks the Secrets of the Universe
(video at right)
https://www.micron.com/insight/dear-universe-tell-me-your-secrets
INFOGRAPHIC:
https://www.micron.com/insight/infographic-small-particles-are-unlocking-big-insights
