Entering her fifth year at the helm of Cisco’s marketing team, Karen Walker continues to tell a powerful story about the company’s good works around the world. Cisco’s Bridge to Possible campaign is a case in point. The campaign highlights stories like how Cisco helps the New Orleans Police Department monitor activity in tourist-heavy areas, and how it empowers women in India to sell their crafts online, without middlemen.
Cisco’s sharp video content and cross-platform approach yielded great results. Walker said in a recent interview that Bridge to Possible drove engagement eight to twelve times higher than the industry average.
“I believe there is a difference because we are using our customers and partners and employees to tell our story,” Walker said about the campaign. “They’re wonderful stories and they’ve really captured the imagination of other customers, partners, as well as our team.” It’s the latest example of how Walker – who tweeted in February that she plans to leave Cisco at an as-yet-unannounced date – translates her commitment to authenticity into powerful and effective campaigns.
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