Iron Mountain is a leading information management company – founded in 1951 in Boston, Massachusetts, serving over 90% of the Fortune 1000 and Eurostoxx 50 companies with over 1,000 facilities worldwide. Iron Mountain is helping midsize and large companies take care of their information at every stage of its lifecycle , cutting costs and improving efficiencies. Iron Mountain is seeking to emulate the level of recognition gained in the US – where it is particularly well-known for its record management facilities including the purchase of a former limestone mine in Pennsylvania, where Bill Gates stores the Corbis photographic collection for example.
Iron Mountain offers a number of solutions relating to the protection, storage and retrieval of business information, document and data management services, and approached ZN to help design a pan-European social media and online messaging campaign to form a part of their overall marketing mix. In addition to the creation of social media messaging and advertising, ZN created a number of microsite landing pages for lead generation – examples of which can be found here.
The campaign took the form of a number of different types of messages - Facebook advertising, LinkedIn Direct Ads, differently-sized creative executions on the Google content network, YouTube adverts, SlideShare presence, and a Twitter campaign.
In addition, several Facebook groups and pages were created to showcase different elements of the brand in a manner which suited the audience . The creative elements revolves around a number of themes – B2B communication focusing on cost benefits and savings, trust, and reliability, links to sources of useful information (webinars, white papers) and links to a microsite promoting the Office of the Future, with a competition (www.ironmountain.co.uk/future-office) for certain markets in which the campaign ran.
Activity took place across several countries in Europe, with the intention of generating various forms of leads and conversions – information requests, downloads of useful documents and advice, and quiz entries. Further developments will showcase the Iron Mountain “savings calculator” – describing how the company’s unique information management solutions can save businesses time, space and money in some of Europe’s key business markets.