Unify is the Atos brand for Communications and Collaboration. Used by 33% of the Fortune Global 500, they are one of the world’s leading communications software and services brands. Unify are present in over 60 countries and are used by companies ranging in size from 5 to 500,000+ employees.
Operating within an increasingly competitive and fast-changing landscape, Unify wanted to create greater awareness of what they do and a more aspirational position for the brand.
The project began with a series of workshops to define the target audience, customer journey and brand positioning for the campaign. The insights taken from this process were used to shape a top-of-funnel thought leadership campaign that explored the emerging challenges and opportunities that could impact manufacturing and retail businesses and positioned Unify as a practical solution provider and authority in this area.
A variety of topics were covered in range of media types including video, animation, roundtables with industry experts, an interactive ‘BuzzFeed’ style quiz, blog articles, whitepapers and guides. All content was housed in a dedicated content platform which was promoted through a channel mix of PPC and display advertising, social media marketing and email.
Standout ad formats were used to drive traffic to a multimedia content platform that housed inspirational and practical material on a range of trending topics. The platform was designed to be highly engaging and have real standout in a sector that is often very conservative.
The campaign was run in the US and UK across all platforms to increase awareness of the Unify brand amongst the target demographic.
As well as creating top-funnel awareness, the campaign generated a high volume of leads through the exchange of a collaboration guide which was promoted through paid social channels.
Working closely with the team at Unify, we were able to deliver an efficient campaign that performed well above industry benchmarks and generated a high level of brand awareness and business growth.