IBM Client Advocacy | workshopping, concepting, branding, web copy, video, UX, IA, print
Feedback matters — but for a company as big as IBM, customers often felt like their voices weren’t being heard. And IBMers were having trouble navigating internal systems to help clients tackle challenges. It was time for an IBM Client Advocacy overhaul.
Rebrand, redesign, reintroduce
Through an intensive in-person workshop with the IBM Client Advocacy team, we realized the need to completely refresh how IBMers and IBM clients alike saw how their system of partnership and feedback contributed to growth on both sides. A new mantra emerged: Feedback matters.
Internal initiative meets external CX
Not only did we need to inform IBMers that a portfolio of advocacy tools and teams was in place to help them assist customers around the world, but we also needed to announce to global IBM customers that the behemoth enterprise did in fact have a robust, dedicated network of solutions and skilled advocates working day and night to help them solve problems and grow their businesses.
Storytelling in many ways
The focus would be on empathy, authenticity, and inspiring participation. Our story would be told through interconnected assets — from website content, social campaign, and video to success stories and printed collateral — that would deliver a new message with an ownable look, feel, and tone across an ecosystem of touchpoints.
IBM Client Advocacy video
It’s always about people
The IBM Client Advocacy video was our chance to feature the human beings at work bringing customer support to life and making things happen around the world. It’s funny, sad, hard, triumphant — day in and day out.
And it stars real IBMers.
Success stories
Each IBM Client Advocacy story is best told by the IBMers doing the work. By being vulnerable, funny, and honest, we spotlight the efforts of real people making an impact for clients behind closed doors, via frantic phone calls, and in face-to-face conversations.
No polish, just perseverance.
Client success story social campaign execution examples
The redesigned IBM Client Advocacy landing page
A commitment you can hold in your hand
Tangible assets like the handbook, which tells the advocacy story from cover to cover, enable sales teams to share something their clients can hold onto, while stickers and postcards let IBMers share their support internally.
Beyond digital, we wanted IBM Client Advocacy to feel real.