Case Study: Cisco builds 4,000+ pieces of advocate-created content and drives massive social engagement with Influitive

Best advocate-generated content campaign

Cisco, a global technology leader, wanted to turn its most passionate customers into a consistent source of authentic marketing by embedding advocacy across sales and marketing. After launching The Gateway advocate community in 2016, Cisco set out in 2018 to build a scalable library of advocate-created content that would influence prospects at every stage of the buying cycle.

Cisco mobilized advocates with regular content challenges in The Gateway, Upshot case-study interviews, peer testimonials about the visibility benefits of contributing, and on-site content opportunities at Cisco Connect events. The program generated roughly 4,000 pieces of user-generated content in 2018, produced 5,724 social shares that drove 33,041 clicks, delivered 18 Upshot stories with 46,300 views (and 36 more in the pipeline), plus thousands more social shares.

Cisco

Jessica Highsmith

Global Advocacy Communications Manager