Objective
Dustin, one of the largest IT providers in nothern Europe, was repositioning from a hardware e-com player to a full-service provider. As a brand well known for it’s hardware offering, the objective was to change the brand perception to a knowledgeable full-service provider.
Solution / Concept
To help reposition the brand, educating and inspiring was key. But knowing what topics to prioritize in a category with countless sub-topics proved difficult. So I asked the audience. I formed a strategic partnership with Radar, the best IT analyst firm in the Nordics, to figure out the top 10 most important issues for IT departments and built a content strategy around them.
The executional differentiation: for each piece of written content, there was a video and a tool (usually an exceel sheet), all on the same theme – a top pressing issue for IT depts. This “content package” educated, inspired & actually solved one top IT issue at a time. Especially the tools were uniquely helpful in ways no other free content was. One of them is an in-depth tool that gives you an IT resilience score, and advice on how to improve it, based on multiple answers to questions.
Since the communication objective was to change perception, I did not gate any of the content. My goal was to reach as many as possible, so why stand in the way of that? With many expert videos and uniqely helpful tools completely ungated, we started to shift the perception.
Work
