ADT Real-World Robotics Demo Video Series Earns 2023 SAMMY Award Honors
ADT Commercial earned a 2023 SAMMY Award with its ability to boil down complex concepts into quick videos with real-world applications.
ADT Commercial earned the honors for Best Social Media Campaign in the 2023 SAMMY Awards.
Social media has become an increasingly important for companies in all industries to share their message with clients–and potential clients–in simple, fun, captivating ways that put their brands at the top of people’s minds when they have important decisions to make.
Depending on which platforms security integration companies choose to focus on for activity, social media channels can provide a low-cost marketing outlet with big potential for ROI. Of course, the larger the company, typically the larger the social spend, and this year’s SAMMYs judges saw ADT Commercial smartly use its sales & marketing budget on social.
The SAMMY Awards, which are presented annually at the ISC West trade show and now in their 28th year, recognize installing security integrators, dealers and monitoring providers for their marketing, installation and overall business excellence.
“As we looked to enter the guarding market and begin introducing its developing robot and drone technologies to the industry, customers and prospects, we wanted to identify a visual-forward, shareable way to acclimate our target audiences to their features and encourage acceptance and adoption ahead of commercialization,” explains ADT Commercial Director, Marketing Communications Mallory Pernai.
“We launched our ‘Live from our Innovation Lab’ video series — and prominently featured it on our social media channels — to show the approachability of the technology through fun, engaging, quick-hitting videos,” she adds.
ADT Commercial earned one of its three 2023 SAMMY Awards for its social media expertise.
Capitalizing on Quick Videos to Win a SAMMY Award
The videos drive home some of the key features of the technology, she says, including the dexterity of the robot’s fully articulating hands during a game of Pictionary or the autonomy of the drone by showing a live drone mission. All of this helps ADT Commercial not only demonstrate its embracing of emerging technology, but shows these technologies in actual facilities and assisting target audiences to envision them in theirs, Pernai notes.
“We leveraged LinkedIn primarily to begin engaging with industry decisionmakers in our network on the technology and promoting its accessibility. Almost immediately, we saw a shift and increase in engagement when posting our ‘Live from the Innovation Lab’ series,” she enthuses.
The company’s first episode, featuring one of its employees playing a quick game of Pictionary with ADT Commercial’s humanoid robot, garnered nearly 14,000 views and 216.7K impressions on YouTube, Pernai reports. The original LinkedIn post exceeded 3,300 organic impressions, 260 engagements, with a 4.5% click-through rate, and a 7.84% engagement rate.
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About the Author
Arlen Schweiger
Arlen Schweiger is editor-in-chief of SSI's sister publication, CE Pro. He was SSI's managing editor from August 2018 to June 2023.
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