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Oracle “On the Fly” B2B Video Series

Oracle logo


Oracle Marketing Cloud

Services Provided


Oracle’s marketing team was in need of additional assets to help drive traffic to their Oracle Marketing Cloud blog, as well as increase their content depth and breadth on LinkedIn. They needed very short content pieces produced every week to increase brand equity and grow the number of subscribers to Oracle’s Inside Modern Marketing newsletter.


The Oracle team faced the following challenges:

  • Needing help sourcing and negotiating contracts with a long list of B2B thought leaders and influencers who would resonate with their audience
  • Not having enough time or internal resources to design and execute a video series in-house


A snapshot of videos posted to the On the Fly YouTube channel.

Convince & Convert partnered with Oracle to develop a weekly video series, with new videos promoted weekly via LinkedIn, YouTube and the Oracle blog.

The series was called “On the Fly” because content was offered in small bites (two mins or less) by marketing and customer experience experts who spoke about topics while they were traveling or at interesting locations. During the COVID pandemic, when traveling was shut-down, Convince & Convert was able to quickly adapt and the series shifted to “marketing during disruption.”

The videos were purposefully designed to be casual and authentic, but with some post-production polish to make sure the Oracle branding is consistent and strong.


  • Convince & Convert contracted with 30 B2B influencers for the project, who also helped to promote the series across their social channels
  • Oracle was able to take the videos and repurpose content across a variety of their owned digital channels, including 40 new blog articles based on each video topic
  • The first series was such a hit, that the project continued for a 2nd season

Watch the series

Texas Exes – Alumni Association for The University of Texas
Austin, Texas USA
Services Provided
Like many alumni organizations across the country, Texas Exes saw declining engagement, challenges with hitting giving goals, and in general, had a harder time getting the attention from their target audiences. It was a good time to re-connect and re-assess alumni sentiment and needs.
Although the Texas Exes had a strong organization and following, they still faced significant challenges:
  • Generally speaking, the University of Texas at Austin has a very decentralized culture, which pervades every related organization and department.
  • Texas Exes wanted to make sure that teams used to operating independently didn’t just see this research as something for the marketing team to use in crafting giving pitches, but data that could inform and guide every area, from student outreach, to events, to fundraising and beyond.
Convince and Convert started by implementing an attitudinal survey that asked alumni how they felt about the association generally, events and benefits, as well as their feelings about their time at the University of Texas at Austin. Convince & Convert then performed a thorough analysis, developed personas, recommended strategies, and content ideas that would support the needs and desires of the alumni. One of the key findings was that the alumni’s main unmet desire was more professional interaction, including networking, mentoring and job opportunities. When COVID hit, it became clear that they had a significant opportunity not to just move events online but do so in a strategic and intentional way. Texas Exes had been in conversation with Graduway, a platform that provides a private social network with robust features, for more than a year. In six weeks, Convince & Convert helped the Texas Exes accelerate this concept, finalize their contract, and plan a launch strategy. In addition, Convince & Convert helped organize conversations beyond just Texas Exes alumni needs to include Career Services, Athletics, and a number of colleges within the university to ensure they all had some ownership in how their corner of the platform would come together.
Convince & Convert crafted plans for each of their service areas to evolve to better match the needs uncovered in the survey. Texas Exes was proud to have the most successful higher ed launch Graduway has ever experienced and are using the insights gathered from this active and engaged group to develop and refine future plans for the organization and the university. Reached 8,000+ users in four months after virtual networking space rollout.

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