Case Study: commercetools boosts brand visibility with Walker Sands Communications

commercetools boosts brand conversations 3,200% with Walker Sands Communications

commercetools, a provider of next-generation commerce solutions, faced the challenge of distinguishing itself in a crowded market dominated by well-known legacy platforms. They needed to raise awareness and establish credibility with business decision-makers who often perceived these legacy options as the safer choice. commercetools partnered with vendor Walker Sands Communications to creatively break through these barriers and position themselves as innovative leaders.

Walker Sands developed a bold, video-centric campaign personifying legacy platforms as an inflexible "Naysayer," portrayed by actor Will Arnett. This cross-channel strategy included digital ads, social media, PR, and targeted out-of-home placements at major industry conferences. The campaign successfully skyrocketed visibility, causing brand conversations to spike over 3,200% and increasing social share of voice from 0.4% to 4.2%. Paid videos garnered 1.5 million impressions with a 55% completion rate on YouTube, achieving Walker Sands' goal of positioning commercetools as a modern and agile alternative.

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