IBM's Institute of Business Value produces over 100 insightful reports each year, focusing on various topics and roles to support enterprise transformation. Their highlight is the biannual C-Suite Study, comparable to a McKinsey Report. Our challenge was to develop a dynamic, templated design for both the study and its launch. Traditionally, the C-Suite Study is released in PDF format alongside a website and key visuals, representing a more static approach to marketing. We aimed to modernize this with a fresh, engaging template that enhances visibility and impact.

For this launch, I developed a social-first strategy, developing a template that would serve as an effective sales tool for 120,000 consultants. I also directed the design of the study itself in partnership with VSA Partners.

For the campaign launch, I drew inspiration from initiatives like the 100 Days of Happiness and the 100 Days Challenge for Leaders, we introduced "100 Days, 100 Opportunities."

Over the course of 100 days, we shared 100 Opportunities—compelling stories, insights, and data gathered from over 5,000 CxOs who are shaping the future through bold risks and decisive actions. We shared the calendar with the 120,000 consultants, encouraging them to repost and share with their own communities. To amplify the launch, we produced a powerful hero film showcased at Mobile World Congress in partnership with CNBC.

Social
5.2M reach and 14.5M impressions from 2201 mentions by 1150 users

Website
7,146 unique visits over first three days in market, roughly 2X what the C-suite study website drove in total in previous years.

Video
800,000 views in 2 days