potential impressions in six months
increase in remote work impressions (118M)
national broadcast segments featuring Citrix executives
Solution
Bringing the future of work to life
PAN devised a multi-pronged strategy to elevate Citrix’s voice in the digital workspace and employee experience discussions. The campaign centered around:
- Airstream Activation: A key component of the campaign was wrapping an Airstream in Citrix’ new branding and taking it on the road. Influencers worked from the Airstream in various settings – urban, rural, and off-the-grid – to illustrate the flexibility Citrix enables.
- Influencer Partnerships: Citrix collaborated with industry experts, including Evan Kirstel, Natalie Zfat, and Kevin Jackson, to amplify core messaging, and share their work-from-anywhere experiences, on social media.
- Media Relations & Thought Leadership: PAN secured high-profile media placements and broadcast segments in top-tier media for Citrix executives. These appearances reinforced Citrix’s authority in remote work and digital transformation.
- Original Research: Citrix commissioned multiple research initiatives, analyzing trends such as employee experiences, work-from-home behaviors, and the impact of remote work on productivity and mental health. These data-driven insights fueled media stories and social conversations.
- Social Amplification: The campaign leveraged both paid and organic social media strategies, driving engagement with #TakeTimeBack and showcasing Citrix’s role in shaping the modern workplace.
result
Turning insights into industry influence
Citrix’s campaign delivered measurable gains in brand awareness, media visibility, and industry influence. It drove a 102% increase in “Future of Work” mentions and 171% increase in employee experience conversations.
Media engagement was equally impactful, with placements in Business Insider, The Washington Post, and Forbes (among others). PAN additionally secured 12 national broadcast segments across CNBC, FOX Business, and Yahoo! Finance.
Meanwhile, social media and influencer activations extended Citrix’s reach (1 billion+ potential impressions), with the Airstream activation alone generating 18 million+ views across platforms. Of note, the campaign also drove the highest engagement on owned social channels.
Citrix’s authority in the hybrid work conversation was – at a time of peak competition – solidified.
“I am still reeling from David’s CNBC appearance and all the super positive feedback we are getting from across the company about how we are ‘killing it’ and that ‘Citrix is everywhere’ and that ‘I haven’t seen comms like this in the ten years I have been here, you are machines.’ So thank you for that. You are simply amazing.”
Citrix
