Ivanti: Powering the Everywhere Workplace
A multi-channel brand activation launching Ivanti's new identity — a month-long Work From Everywhere Challenge that turned passive observers into active participants and set new organisational standards for the brand's voice and visual identity.
Ivanti · 2021 · 
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The challenge
Following a series of mergers and acquisitions, Ivanti rolled out a fresh brand identity and a playful new personality, centred on a single theme: Powering the Everywhere Workplace. A new name on the door wasn’t enough — the brand needed mass-market awareness and deep audience recognition, fast. Highwire’s job was to launch it with an activation engaging enough to make a B2B software brand part of the remote-work conversation.
What I did
We developed and deployed a month-long social initiative across LinkedIn, Twitter, and Instagram, built around a simple, participatory idea. Alongside leading the strategy, I served as copywriter and scriptwriter for the campaign — from the video voiceover scripts to the social copy that carried the challenge week to week.
The activation. We launched the Work From Everywhere Challenge — a four-week competition that asked participants to share their most unusual remote-work setups and photos to win tech-focused prizes. Each week brought a new prompt, from working with a new perspective to working on the wild side.
Creative content. The campaign kicked off with a high-energy introductory video — a supercut built entirely from stock footage, scripted to pair a professional voiceover with the brand’s playful new personality — augmented by Instagram polls, LinkedIn surveys, and interactive custom social cards.
Community cultivation. Rather than waiting for an audience, we went to where remote workers already gathered — seeding the campaign across dedicated Facebook groups, LinkedIn nomad networks, and targeted subreddits including r/vandwellers, r/RVLiving, and r/digitalnomad.
The culmination. The competition concluded with a wrap-up supercut celebrating the best user-generated submissions — the audience’s own content becoming the brand’s closing argument.
The results
- Turned passive observers into active participants, establishing brand recognition for Ivanti’s suite of new products
- Set permanent organisational standards for motion graphics, visual tone, and verbal identity across subsequent social campaigns
- Built retargeting infrastructure — capturing a newly engaged niche audience for ongoing campaigns