Testing, testing: one, two…
The best campaigns are based on an insight. Ours was: ‘Fujitsu devices are the tech other tech wants to be’. From there, it was a logical step to our creative concept: ‘If tech could talk’.
While our videos got watched, liked and commented on, this campaign also gave our targeted audience somewhere to go. We created a campaign landing page that made full use of existing Fujitsu content about new workplace models. And we created new content like an infographic and a survey of UK IT leaders – in partnership with IDG. We then worked with IDG and CIO UK to create content (factoring in the results of our survey with IT leaders) and distribute it across their networks. Next, we distributed our campaign across the TechTarget ecosystem through content syndication.
As a final tactic, we gave Fujitsu employees a suite of social content to re-post themselves.