Using Trending Content to Establish Cisco as the Go-To Tech Provider

The Challenge

As a B2B-focused brand, Cisco seeks to showcase technology in realistic use cases throughout entertainment properties, both to raise awareness about Cisco’s hardware endpoints and software solutions and to influence technology decision makers.


Total Placements Across 8x Episodes


In Show Exposure


Global Media Impressions

The solution

Through long-standing relationships with below-the-line production crew, our brand integration team sourced unpaid set dressing opportunities for magazine offices in Shondaland’s limited series “Inventing Anna” for Netflix. Working with the production team and our Cisco vendor partners on inventory allocation, technology prep, and delivery to set in New York, we successfully fulfilled production’s needs and secured starring placements for the brand. Cisco’s Webex lead praised our integration work, remarking that Shonda Rhimes is known for her Microsoft relationship and paid integrations in Shondaland series. Our team was able to secure outstanding visibility in one of Shonda’s top projects, displacing the perception of exclusivity for Cisco’s competitor.

The impact

“Inventing Anna” debuted on Netflix at #4 on Nielsen’s streaming rankings, with 1.219 billion minutes viewed, beating both Disney’s “Encanto” and “The Book of Boba Fett” on Disney+. The series has since surpassed 3.3 billion minutes.