October this year, global leaders in Open Source certification, LPI, launched its first DevOps certification. The Crocodile devised a global, multichannel campaign to launch the new exam to the market with a splash.
The Crocodile was asked to develop a creative concept that would engage DevOps professionals, Sysadmins and Software developers, build brand awareness with these new audiences, and encourage sign-ups to take the new exam.
We designed multivariate landing pages for A/B testing and produced a brand video for the campaign, which was edited into short teaser videos for use across Facebook, Twitter and YouTube. Blog content was produced to support the campaign messaging.
We also produced a DevOps Exam Guide to help candidates to prepare for the exam; providing practical guidance as well as access to sample questions and a checklist to help track progress.
The campaign theme ‘there are easier ways to stand out in DevOps’ ran through all elements of the campaign – video ads, static ads, graphics, landing page copy, blog content and even the exam guide. All campaign assets were distributed to regional partners for local translation and execution.
The campaign was rolled out internationally, across LinkedIn, Facebook, Twitter, Search, Display and YouTube, using hyperlocal targeting to reach tech-hubs around the globe with the greatest appetite for DevOps.
Just three weeks in and traffic to the LPI site has more than tripled; with over a thousand IT professionals downloading the exam guide in advance of taking the exam. How’s that for standing out?