IBM to Forerunners - Digital War "epidemic", Hybrid Cloud is the Time

As the world's leading American high-tech enterprise, IBM, which has launched a global hybrid cloud marketing battle, is struggling in the Chinese market due to the impact of the epidemic. The brand expects to increase brand awareness in the Chinese market, let the target audience understand the advantages of IBM's "hybrid cloud", and then help business growth.

Case details

Brand: IBM

Brand owner: IBM

Main agency: Mindshare China

Secondary Agency: WPP

Market launch: Mainland China

Industry: Software and Web Services

Media Channels: Outdoor, Influencers (Key Opinion Leaders, Celebrity/Celebrity Spokespersons), Mobile & Apps, Social Media

Budget: 4-5 million

Case Summary

In 2020, the global economic "epidemic" has changed, and many companies have entered the "darkest moment" of survival and development. At the same time, IBM has launched a global hybrid cloud marketing battle, but it has struggled in the Chinese market.

In order to better promote the hybrid...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands