START WITH THE CUSTOMER
Gilroy were asked by Computacenter to support their transition from being a value-add reseller, to being Europe’s preferred IT provider, enabling users and their business in a digital world. The brief was to create a campaign that highlighted a differentiated way to showcase their capabilities; how Computacenter start with the role of the users and then how they enable users through technology.
To create a compelling story, we focused the campaign on customer-based business outcomes and on the role of ‘people’ in achieving those outcomes.
The overarching creative idea of ‘Digital Me’ was born from a series of intensive messaging workshops. It aligns to the current transformation journey that customers are on and how they are digitising systems and processes to drive efficiency, and empower users. Gilroy used this core narrative across everything created – from opinion pieces, through to leadership articles, use cases and case studies, videos and sales enablement collateral.
We recognised that transformation was as much of a shift in culture and behaviour as it was about technology.
Through the Digital Me framework of true digital enablement, we succeeded in giving Computacenter a powerful go-to-market proposition that directly aligns to the challenges and aspirations of their customers as they look to transform their business through digital enablement.
The campaign has been received and adopted throughout the business and is currently being translated and rolled out across five EMEA territories. As part of this activity we delivered a re-engagement campaign to reach lapsed customers who were not aware of the new Digital Me proposition. The results speak for themselves:
A combined total of 24,945 engagements with the campaigns from a highly targeted audience:
– 5,367 engagements with the campaign emails, resulting in 87 sales qualified leads
– 9,578 engagements with social media posts
– 18,767 click through engagements
– 615 social media interactions (likes/shares)
– A new total of 357 New Followers to the LinkedIn Showcase Page
– Social outreach activity has resulting in the campaign messaging being viewed across 3.7 million impressions to a highly targeted audience