Summary
Leveraging Data Segmentation to target the elusive CXOs in UK First time leveraged cookie-less audience targeting to maximize & increase on-target reach along with 1P account-based audience targeting to reach existing audience for reengagement. Reached 4 MN+ C-suite audience delivering a whopping 11.2MN impressions. For the first time in a niche category, achieved exceptionally high VCR of 70%. TCS saw a staggering 74%+ uplift in Awareness & massive 184% uplift in terms of message association.
Challenge
• Objective: To target the 'C-Suite audience' in the United Kingdom - considered to be the challenging to reach. • For TCS, the London Marathon sponsorship was an opportunity to showcase its technology prowess as boost brand awareness. Our challenges included: Low Impressions and views | Miniscule brand uplift Numerous Digital campaigns showcasing technology solutions portfolio of TCS have been run in the past. However, the response to such campaigns has been lackluster particularly due to constrains of reaching out to the media averse CIO/CTO community. However, when it comes to UK, TCS is relatively unfamiliar.
Objective
Tata Consultancy Services (TCS) is India's largest & world's 6th largest Information Technology company that operates across 40 countries, ranked among Fortune's 2023 World's Most Admired Companies. TCS wants to position itself as the ‘growth and transformation' partner of choice among top CIOs/CTOs in the UK. The content was around TCS sponsoring the London Marathon. In a first, we carried out behavioral segmentation of CXO audience based on their online content consumption pattern. Key segments identified: CXOs Preferring video content; CXOs preferring Long-Form content We found that ~93% of audience read business/finance related news and prefer Long-Form content articles. We also found videos to be extremely influential in the decision-making process. The idea was to communicate that TCS, the global technology heavyweight. Taking TCS's owned assets & amplifying them using paid media, setting the stage for more creation of earned & owned content. For the first time in such a category in the UK, we developed strategy to reach out to niche audience in Cookie-less future.
Strategy
Approach: We selected the websites belonging to relevant genres where our CIO target audience is present the most, based on insights from their online behavior. We decided to use effective visuals to power up the communication and boost engagement that can help in increasing brand recall. Video being a key asset influencing user's decision-making process, we decided to integrate the short form vertical video in inRead article format to attract eyeballs & increase engagements. All the properties lead the users to Sponsorship Hub for the TCS London Marathon. We partnered with leading publications of UK such as The Financial Times & Reuters to tap into C-suite & Business decision making audience. For the first time this category we leveraged Teads's cookie-less audience targeting to maximize & increase on-target reach. With the help of Tead's we also leveraged 1P account-based audience targeting to reach existing audience where TCS have potential to cross-sell and grow into larger accounts. We also actively used LinkedIn to do profile & seniority-based targeting with great content & thumb stop creatives. Display ads were integrated into large percent of mobile and that's because the combo can lift engagement. Since mobile was important touch point for audience we decided to tap mobile through eye catching creative assets.
Data
To ensure the success of our B2B campaign away from our home country, we ensured we ticked all the crucial check boxes such as: Thorough research, local partnerships, regulatory compliance, cultural sensitivity etc. We were also able to clearly identify our TG and develop communication that resonates with them. Greatest challenge emerged in the form of reachability as is expected when we are approaching the CXO community vying for their attention. As the saying goes ‘When the going gets tough…the tough get going' We donned our thinking caps and put together a bold and innovative strategy based on ‘cookie-less targeting' – a FIRST in this category. The rest, as they say, is history!
Solution
Results
We reaped the benefits of being innovative while devising the strategy in segmenting the TG. As a result of our scientific segmentation approach and identifying specific audience touchpoints and carefully selecting the medium of message delivery, choosing cookie-less targeting strategy, the campaign reached out to 4 MN+ C-suite audience in the UK. • We delivered a whopping 11.2 MN impressions • For the first time in such a niche category, we achieved exceptionally high completion rate of 70%. • Brand TCS saw a staggering 74%+ uplift in Awareness which is 10 times higher than industry benchmark. • We also achieved a massive 184% uplift in terms of message association with TCS London Marathon.
