How an imaging technology brand repositioned through a cross-industry media campaign
Challenge
After years of product diversification and acquisitions, a well-known technology company with expertise across a broad range of industries was still primarily known for photographic film. The company wanted to reposition its brand to better define and express its vast capabilities and diverse offerings.
Approach
Due to rapid technological change and innovation in the market, the company's only choice for survival was to embark on a journey of constant transformation. Through the collaboration of gyro and B2B International, within Merkle B2B, a campaign was developed to create new brand positioning, capturing the business imperative of digital transformation.
This spirited campaign launched through an integrated multi-channel media strategy to reach the C-suite across general industries and healthcare. In addition to out-of-home (OOH), digital out-of-home (DOOH), print, and digital, a partnership with CNN drove brand awareness and deeper engagement through TV and digital. This campaign launched in the US and has since rolled out across EMEA and APAC.
Results
Impressions were delivered, bringing delivered CPM down to 30%
Video completion rates were an unheard of 74.7% vs the 41.1% benchmark
Increase in familiarity and a 30% increase in favorability
Increased perception to an innovative brand—with 70% of those that engaged wanting to know more
Keys to success
- An adherence to six strategic principles throughout the engagement: developing a purpose-led brand, being emotionally and culturally relevant, leveraging the power of a portfolio brand, building credibility through tangible proof and partnerships, enabling high-impact media and partnerships, and being research-driven and driving continuous improvement.
- The ability to reach business leaders across every sector via highly targeted key industry publications, airports, and online media.
- An overarching value proposition for the company that encapsulated each of its business divisions through their value propositions and messaging across all of the industries they serve.
