Posted January 22, 2010
Any marketing or sales campaign that exceeds its target by 70 per cent is worth studying - especially when it set an ambitious target in the first place. Cisco’s One Million Acts of Green Campaign set out to turn a million Canadians into environmental activists literally one act at a time. And it was immensely successful.
One Million Acts of Green also introduced the Cisco brand to Canadians from coast to coast. The campaign demonstrated a fluent understanding of old, new and social media to make a real difference in Canadian consciousness and in our footprint on the Earth. Willa Black, Cisco’s VP of Corporate Marketing, is one of the principal architects of the campaign. She provides an in depth look at the design and execution of the program and outlines Cisco’s plans for how one million acts translate into a global target. A podcast of Willa’s presentation is available here: