Tech Firm Netguru Used Hidden Heroes Storytelling To Join With A Wider Viewers
Netguru gained at The Drum Awards for Content 2022 within the Information, Media, or Publishing class for its Hidden Heroes – Tribute to Individuals Who Formed Know-how marketing campaign. Right here, we discover out extra about what went into this eye-opening marketing campaign.
Netguru’s Hidden Heroes Marketing campaign
Digital acceleration firm, Netguru, wished to convey software program innovators out of the shadows and current their tales along side writer and speaker Steven Johnson. The objective was to focus on individuals who have formed immediately’s actuality with fashionable software program and the way it has influenced our lives. Utilizing content material analysis and their information of the trade, they created eight impressionable tales that made an impression on over 15 million individuals.
The Transient
Netguru acknowledged that to face out in an especially crowded market, they wanted to rise above regular advertising and marketing methods that solely reiterate USPs and discover a solution to develop their audiences, in addition to showcase their model as a prime tech firm. They wanted to convey consideration to the beliefs and values of their firm in a method that may forge a deep reference to potential and present prospects.
The Thought
As an innovation consultancy using a whole bunch of engineers, product designers, product managers, and consultants, Netguru wished to encourage different generations of tech innovators through the use of the facility of storytelling. The initiative was designed to hit all of the checkpoints of a profitable branding marketing campaign:
- Have a mission/objective and be distinctive
- Create a collection of tales
- Companion with a famend writer/producer
- Have viral potential
- Embody emotional enchantment
- Be worthwhile, related, and academic
Based mostly off these parameters, they selected to profile individuals who had been just about unknown and whose discoveries mirrored the corporate’s values and skills. Additionally they selected improvements that had been foundational to the tech trade and nonetheless had lasting impacts on society.
Eight individuals had been in the end chosen for the profiles and writer Steven Johnson crafted emotional tales that may attain readers inside and with out the tech commerce.
The Outcomes
Responses had been encouraging, coming from the tech trade, neighborhood, and the Hidden Heroes themselves. However the outcomes is also addressed with numbers. Paid ways, utilizing Google Adverts and social media channels, reached over 9.2 million individuals. Natural social media alone, gathered over 4.5 million individuals, whereas the marketing campaign web site had over 75,000 views. They had been additionally extensively coated within the media, in addition to incomes social upvotes and feedback.
This marketing campaign was a winner at The Drum Awards for Content material 2022. You can see all the winners here.
The Drum Awards for Advertising and marketing are at present open for entry. Find out how you can enter now.
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