A leading provider of digital transformation across a huge range of industries, BT for Global Business has been solving business challenges for over 70 years. From connecting remote locations to reinventing entire workplace systems, it supports industries to harness the latest digital technology and develop more agile, responsive ways of doing business.
BT decided to create a campaign to engage nine industries, with digital transformation white papers at its core, each focusing on a separate industry. It was critical that this campaign achieved cut-through, speaking each industry’s language and sharing messages in compelling, accessible and effective ways. Facing tight timescales, BT’s content team needed a trusted pair of hands to help deliver the project on-time and on-budget. Having worked closely with BT on highly technical content for 20 years, BT asked us to support this significant project. We immediately set to work, coordinating numerous expert interviews and delving into the specifics of each industry’s transformation journey – particularly the unique challenges and opportunities.
The results of the campaign were impressive, achieving over 2,000 leads and website visits 25% above target. Driven by the compelling content, the campaign had a CTR that was 500% higher than originally projected.
