Intel vPro Explained
Where vision meets execution
- Challenge
Intel had invested heavily in promoting the Intel vPro name, but many small business decision-makers still weren’t clear on what it did or why it mattered.
This knowledge gap became a barrier to adoption. Intel needed to reposition vPro in the minds of SMBs as an essential tool for managing hybrid work.
The marketing challenge was to simplify the message and make it resonate with a broader audience. Intel set two goals: reach small business decision-makers at scale, and drive high engagement through relatable, jargon-free content.
- Approach
To bridge the gap between tech complexity and everyday business needs, we brought in Marc Saltzman—a tech journalist known for his ability to make technology simple.
We produced five 10-minute interviews where Marc asked the hard questions and translated complex answers into clear business value. The tone was conversational and practical, making it easier for SMBs to understand Intel vPro.
The interviews were designed to work across multiple touchpoints and were backed by a straightforward creative platform: Say it straight. Say it well.
We extended the “say it straight” approach into the creative execution. The visual direction leaned on bold typography, strong contrast, and a clean layout to deliver clarity at every turn. Headlines worked hard. Copy was direct. The tone felt like a trusted colleague breaking it down.
To drive reach, we distributed content across media platforms known to over-index with small business audiences—including LinkedIn, iHeartRadio, Bell Media, and Corus radio. Blog content and social amplification kept the momentum going.
The simplicity of the message became the differentiator. In a space often clouded by jargon, Intel showed up with clarity.
- Outcome
The campaign outperformed across the board. Intel reached over 10 million small business decision-makers, exceeding its reach goal by 60%.
Even more telling: the content achieved an 88% engagement rate on LinkedIn—more than double our original target, and well beyond industry benchmarks.
The results reinforced a key lesson: when we speak simply and authentically, even the most complex technologies become easy to believe in.