For the pacesetters – a Cloud Engineering campaign.
For the pacesetters – a Cloud Engineering campaign.
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AND Digital is THE partner to help enterprises conquer the challenges they face in their digital transformation journey.
This was the message AND Digital wanted Torpedo to communicate to their target audience of senior technology specialists as part of a digital advertising campaign to generate leads for AND Digital’s specialist Cloud Engineering team.
The campaign needed to demonstrate that AND Digital understood their challenges, could help solve them faster and was a trusted cloud engineering business partner.
Our research identified a clear gap in the market in which to position AND as a provider of practical help – an ‘action-leader’ rather than just a ‘thought leader’.
Conceptual illustrations were combined with AND’s bold brand identity and messaging that clearly demonstrated their understanding of the challenges that the audience faces. The campaign framework was designed to flex seamlessly across different audiences, channels and content applications, while maintaining a consistent, on-brand look.
The Pacesetter’s Handbook was created by Torpedo for primary conversion content. Based on real challenges that the target audience faces, along with offering practical hints and tips for teams planning cloud projects, the downloadable eBook showed businesses the best way to the cloud, rather than just selling AND Digital’s services.
Using a mix of digital channels, the campaign messaging achieved an ‘always-on’ presence in front of the target audience.
The campaign incorporated a landing page, social media marketing and display advertising with traffic-driving adverts placed strategically online. Solus mailers through B2B news content partners were also deployed.
Overall, the highly successful campaign gave AND Digital a unique voice by creating a bold visual impact that stood out from the crowd and delivered messages that truly resonated with the target audience.
The advertising campaign alone generated over 1.7 million impressions, resulting in 857,000 unique views and better than that, we over delivered our leads target by 109%.
“ This was the first major lead generation campaign we’d ever run, and it was so successful that we worked with Torpedo on another campaign in the following quarter. The second campaign was also really successful, so we extended it and it’s only just finished running! We’re currently working with Torpedo to plan the next financial year’s activity as they are so strong on the strategy, and the results speak for themselves! ”