2. IBM ask "What is quantum computing?"

How breaking things down built up IBM's brand credibility

IBM collaborated with Wired magazine to create video content for social media.
How did they do it?
In the video, IBM’s Dr. Talia Gershon (senior manager of quantum research) is given a mammoth task – explain quantum computing to five different people: a child, a teenager, an undergraduate student, a graduate student,
and a professional.

Why was it so successful?
The best part about this campaign is that they’re not even selling anything – not directly anyway. This campaign is all about increasing thought leadership and brand awareness.

Using an industry expert to lead the discussions firmly establishes IBM as a master innovator in their subject-matter, which makes them even more credible as a company.

The format of the campaign is also extremely effective for social media. Video content is on fire on social these days and the interview style fits the channel really well.The different points of view keep things interesting (especially the adorable little girl understanding quantum computing better than most adults would), which makes the fairly long length of the full video barely noticeable.

So, could this kind of collaboration work for you?

Yes, transparency is the way forward and this solution could really benefit us.
Maybe, but I'm not sure who we'd partner with.
No, our purpose is pretty straightforward and we don't need any help explaining it.