Competitors were actually selling themselves as, "Just like Dropbox, but for business." This campaign targeted IT Decision Makers and positioned Dropbox for Business as a full enterprise software solution. The campaign ran for nearly two years with a $14 million media spend and exceeded all awareness and sales goals: Unaided awareness of Dropbox for Business increased from 22% to 46% in 6 months. While aided awareness increased 24% to 80% in the same time frame—putting Dropbox on par with Google Drive. Click-through rate of .17% exceeded benchmark by 70% and was under $4.50 per click. In the end, the campaign drove over 14,000 conversions.