This collaboration went far beyond traditional ad placements—it demanded a fully multidimensional experience, fusing storytelling, technology, and real-world presence into one seamless campaign.

Its centrepiece was Uber’s first-to-market AR game activation, where Uber riders could play an augmented reality version of Red Light, Green Light during their trip. This interactive execution turned the Uber app into a gaming portal, allowing users to step into the Squid Game universe and engage directly with one of the show’s most iconic scenes.

Beyond the AR experience, Squid Game was brought to life through a branded Uber Shuttle experience at Miami’s Hard Rock Stadium. Riders boarding these shuttles were greeted by the series’ Pink Guards. This activation blurred the line between fiction and reality, creating a moment of surprise and delight that extended the brand’s presence into the physical world.

To ensure consistent visibility and reinforce campaign messaging, Netflix also utilised the range of digital formats across Uber’s ad solutions:

Journey Ads (Static & Video): Showcased Squid Game creative throughout the app, keeping the series top-of-mind during key trip moments.

First Trip Takeover (FTT): Captured attention by targeting users’ first ride of the day with immersive, full-screen content in a distraction-free environment.

Post-Checkout Video Ads (Uber Eats): Reached consumers after they completed food orders, engaging them during natural downtime.

Tablet Ads (JourneyTV): Delivered Squid Game trailers and branded content through in-car screens, creating an additional high-attention touchpoint.

Each activation element was carefully designed to reflect Squid Game’s unique identity and create a cohesive, high-impact, and theatrical campaign worthy of the show.

The amplification strategy focused on delivering content in the right context, to the right users, at the right time—maximising engagement across both Uber Ride and Uber Eats platforms.

Using Uber’s rich historical, contextual, behavioural, and real-time insight, the campaign targeted users based on time of day, trip behaviour, and previous app interactions. This precision ensured that messaging was both timely and relevant, served during moments of heightened attention, such as booking, waiting, or post-checkout. This has been quantified by a third-party, with research Uber conducted with Lumen Research finding ads on the Uber platform deliver 6.6 times more attentive seconds than standard digital formats.

Journey Ads were carefully sequenced throughout the rider experience. Whether users were en route or awaiting their destination, they encountered Squid Game creative that evolved with their journey. The First Trip Takeover ensured high visibility by targeting the day’s earliest app interaction, while post-checkout video placements on Uber Eats extended the narrative into a different use case, reaching eaters in a lean-back mindset.

The AR game was promoted within the app and across digital surfaces, encouraging users to engage directly. Its interactivity sparked organic sharing, with gameplay clips and AR selfies circulating on social media—creating an amplification loop that extended beyond Uber’s ecosystem.

The branded Uber Shuttle experiences added a physical layer of amplification. These activations became live spectacles, with Pink Guards greeting passengers and visually transforming vehicles as they circulated from Hard Rock Stadium. Riders documented their experiences, generating a wave of user-generated content that significantly amplified the campaign’s reach far beyond its immediate scope.

The final amplification layer was in-vehicle tablets (JourneyTV). By delivering trailers and exclusive content in a closed environment, the campaign ensured high dwell time and content completion rates.

The Squid Game Season 2 campaign delivered standout results, proving the power of immersive storytelling across Uber’s advertising surfaces. Key performance highlights include:

AR game engagement: Uber’s first-ever AR game engaged 116K unique players, each spending over 1 minute on average—showcasing strong interest and interaction in a mobile environment.

Total impressions: Generated 6.2 M+ impressions across Journey Ads and Post-Checkout Video, driving mass reach and sustained visibility throughout the campaign period.

Journey Ads Performance: Achieved a 3.22% click-through rate, surpassing Uber’s benchmark of 3.17%—a clear indicator of audience interest in the creative. Users spent an average of 158 seconds with Journey Ads, significantly exceeding Uber’s 139-second benchmark, demonstrating deep engagement and message retention.

Alongside the organic buzz surrounding it, this campaign exceeded Netflix’s objectives—driving high awareness, delivering authentic brand immersion, and setting a new benchmark for innovation in entertainment marketing.

We knew our audience had heard it all before. AI is changing cyber security. Data is vulnerable. Zero trust is the future. So how could we ensure the client would avoid sounding like just another vendor?

We flipped the problem. Instead of launching into technical language or sales-speak, we decided to engage the audience on a deeper level – by reframing trust itself. Our strategy was to put Zscaler at the centre of a fresh conversation: what does digital trust really mean, when AI is making decisions faster than humans can react?

We built the campaign around a single, well-placed hook: “Trust No One: Digital Trust in the Age of Artificial Intelligence”. That headline did the first job of any good “phish” – to catch interest. But behind the headline was a serious editorial deep dive – one that explored how digital systems are becoming more opaque, and why traditional perimeter-based models of security no longer hold up.

Our objectives were clear:

• Elevate Zscaler’s thought leadership beyond product and platform
• Drive deep engagement with senior decision-makers
• Anchor the brand to one of the most urgent business themes of the year: AI

We chose a single longform scrollytelling piece to give the topic room to breathe. The client messaging was subtle but clear: if you want to move fast and stay secure, you need to rethink your entire trust model. And Zscaler can help.

Rather than compete for attention across dozens of assets, we backed one strong piece and amplified it smartly – letting quality drive quantity.

To make “zero trust” resonate in a saturated cyber security space, we focused on clarity, humanity and story. Our solution: one premium editorial feature that said less but said it better.

Titled “Trust No One: Digital Trust in the Age of AI”, the piece followed Tom, a fictional comms lead facing a suspicious email. The story unfolded in three acts: Tom’s view, the attacker’s and, finally, zero trust.

This wasn’t a whitepaper. It was an immersive narrative grounded in Zscaler’s research and elevated by FT’s storytelling craft. Clean UX, interactive code and minimal copy kept the experience sharp and cinematic.

Instead of pushing product, it offered perspective. The content didn’t shout “cyber security” – it invited reflection on what trust means in an AI world.

One bold idea. One human moment. A content solution that made zero trust feel real.

The tone of the piece – serious, clear and strategic – was counterbalanced by bold, immersive traffic drivers. These banners mirrored the core message: “Trust No One.” Rather than fear-mongering, the creative leant into irony. In a world in which users are bombarded with banner ads, telling them not to trust us, it ironically worked. The bold creative drove clickthrough rates of almost 10x the FT benchmark.

This combination – trust-building content paired with playful distribution – meant we had both depth and cut-through.

And crucially, we didn’t just hit a wide audience; we hit the right one. The campaign engaged:

• 46% tech decision-makers
• 31% decision-makers
• 13% financial professionals

Together, it showed that smart, research-based messaging, paired with confident creatives, can do serious commercial work.

Distribution was never an afterthought. It was designed to mirror the content’s mix of authority and provocation.

1. FT.com premium display
We activated 307,369 impressions across FT.com, but the real win was the CTR of 0.74% – nearly 7x above benchmark. The standout format, a 300×250 traffic driver with the phrase “Trust No One” in bold type, delivered a CTR of 1.03%. It was clear, ironic and effective.
This wasn’t about static banners. The creative was bold and immersive – mirroring the FT article’s theme and echoing Zscaler’s research-based brand message. The visual language helped create continuity between advert and article, drawing readers into the idea before they’d even clicked.

2. Targeting strategy
Using first-party data, we reached tech decision-makers, financial professionals and senior execs – audiences who sit at the intersection of strategy, security and transformation. The quality of this targeting showed in the engagement metrics and in the depth of time spent (190+ hours with content).

3. Social amplification via X (Twitter)
We extended reach with a high-scale campaign focused on interests like Tech News, Data Protection and Digital Transformation. This delivered 12.4mn impressions and 13,355 engagements, from clicks to shares. Across the global campaign, attention time spiked in Japan and the Netherlands, where users averaged over 100 seconds per visit – suggesting content relevance and strong local traction.

4. Real-time optimisation
Throughout the flight, we paused underperforming creatives and doubled down on winning assets. As Zscaler’s “Trust No One” line continued to drive engagement, we leaned into that creative consistently across FT and social.

5. Editorial environment
Amplification was further supported by contextual alignment with relevant FT coverage – AI ethics, tech leadership, and the future of digital infrastructure – reinforcing Zscaler’s positioning as part of a credible, future-focused conversation.

This campaign balanced intelligence and irreverence, and proved that a strong headline, backed by even stronger insight, can outperform a multi-asset approach.

Engagement

• Attention time 87% above FT benchmark
• 190+ total hours spent engaging

Performance

• Page Views +13% above goal

Creative impact

• Best-performing traffic driver: 1.03% CTR
• Display CTR: 0.74% overall
• X engagement: 13,355 interactions with particularly high quality in Japan and NL

What worked

• We built on Zscaler’s own insights and brand language
• We used irony and minimalism to stand out
• We reached an elite business audience – and they stayed

In a world of marketing noise, Zscaler proved that, if you say the right thing in the right tone, people will listen – even if you tell them not to trust you.

Trust no one: digital trust in the age of AI

To shape the strategic direction, we started with a key audience insight grounded in our understanding of New York Times reader behavior and UBS client’s needs. UBS’s audience of high-net-worth individuals, C-suite leaders, and executives consistently engages with New York Times content about heritage, culture, and craftsmanship. But it wasn’t just the subject matter that resonated. It was the personal, intentional, detail-driven approach behind the stories, the sense of care and mastery.

While banking shares many of those same qualities – especially precision, innovation, and dedication – it’s rarely seen in the same light. It’s often perceived as impersonal, functional, and disconnected from the human touch this audience clearly values. That was the tension.

The opportunity was to close this gap by positioning UBS not just as a bank, but as a curator of wealth, offering finely crafted financial solutions that reflect the values of this discerning audience. An institution that approaches financial services with the same care and artistry as a master craftsperson.

This inspired a story-driven campaign that brought the idea of “craft” to life in a fresh, engaging way. Rather than talking about banking in traditional terms, we explored what craft means today, through the lens of makers, artists, and experts across different fields. This approach gave UBS a more relatable way to show their expertise, blending financial acumen with creativity and care.

This positioning helped UBS step into a more emotional, cultural space, something their audience seeks in media but rarely finds in banking related communication, until now. In the end, this strategic approach helped UBS position themselves as a partner that understands the complexities of their clients’ needs and treats wealth management as not just as a service, but a refined craft that reflects the values of a high-net-worth audience.

To demonstrate how UBS offers finely crafted financial solutions that align with its discerning audience’s values, our content solution focused on showing how UBS delivers the same precision, care, and innovation as a master craftsperson. Introducing “Craft Matters,” a 360 content program between UBS and T Brand Studio aimed at challenging the traditional notion of “craft,” specifically exploring why it matters in the world of banking.

The campaign brought the concept of craft to life through storytelling across video and audio – transforming ad space into custom games that reflected the precision and creativity at the heart of UBS’s approach. Our audience of high-net-worth individuals and C-suite executives gravitates toward content that celebrates expertise, excellence, and intention. This campaign met them where they are, with storytelling that reflected their values and interests.

Video: Three short-form films explored craft through the eyes of leaders in publishing, hospitality, and architecture. Penny Martin, editor-in-chief of The Gentlewoman, spoke about precision in storytelling. Fredrik Laseen, general manager of the Royal Scotsman from Belmond, highlighted meticulous guest experience. Melanie Leung of Zaha Hadid Architects discussed innovative design. Each video used personal stories as an entry point to show that precision, care, and innovation—the values behind the world’s top performers – also guide UBS’s approach to financial services.

Audio: A custom 30-second audio spot ran across top NYT podcasts. It explored “the sound of craft,” linking subtle, deliberate actions in physical craftsmanship—like a barista tamping espresso—to UBS’s approach to wealth management. This format deepened emotional resonance with podcast listeners. Three in four Times listeners report a more favorable opinion of companies that advertise on podcasts.

Games: Two custom crossword puzzles, both print and digital, engaged NYT’s puzzle-loving audience of C-suite readers. Themed around problem-solving and the language of craft, the puzzles tapped into this audience’s love of mastery and challenge. Adding NYT Games to a media plan can increase aided brand awareness by up to 32% and action intent by up to 70%. C-suites engage with crosswords 26% more than the average reader.

A dedicated campaign page housed all campaign elements, creating a centralized destination for users to explore every facet of “craft” through UBS’s lens.

“Craft Matters” turned UBS’s brand promise into an immersive, story-driven experience. It reframed wealth management as a thoughtful, modern craft integrated into the New York Times platform – it was emotional, intentional, and deeply relevant to a sophisticated global audience.

Knowing that UBS’s target audience – busy, high-net-worth individuals and C-suite executives and leaders – has limited time and fragmented attention, our amplification strategy focused on meeting them where they already are: immersed in their daily news. Rather than pushing them to another destination to experience the campaign, we pulled them in with a content experience built directly into the ad units themselves. This distributed and seamless approach (a pull-over-push amplification strategy) delivered UBS’s story within the trusted environment of The New York Times, right as readers were consuming the content that matters most to them.

Thanks to The New York Times’ scale, reach, and premium ad formats, we transformed the platform into a stage for UBS’s stories, delivered directly into the reader’s news feeds in a way that felt relevant, native, and non-disruptive.

We used high-impact, custom-built, large-canvas display units to showcase the Crosswords and Videos, with the majority of impressions targeted to high-net-worth C-suites and private investors. This included full-day takeovers of the Tech and Arts homepages and a month-long sponsorship of an ‘Art of Craft’ editorial series.

To ensure deeper engagement and a well rounded understanding of craft, UBS wanted users to see multiple creative formats. We responded with sequential targeting, using bespoke audience pools layered with first-party data and region-specific filters. This allowed us to meet impression goals while maximizing cross-format exposure. In the U.S., we added retargeting that showed users a Crossword if they’d already seen a video, deepening interaction.

Our audio component ran across NYT’s most engaged podcasts, including The Daily, ensuring and using our ability to uniquely audience-target in audio to ensure we reached HNWIs and C-suites.

To expand reach beyond NYTimes.com, we shared video cutdowns on T Magazine’s Instagram and also ran the “Touch Craft” print pages in both U.S. and international editions.

The UBS Craft campaign, driven by an audience-first content strategy, met high-net-worth individuals, C-suite leaders, and executives where they already were – across New York Times video, audio, and games – embedding storytelling seamlessly into the native experience. This innovative approach allowed UBS to tell a wide range of stories and deliver maximum cross-platform exposure through smart targeting and sequencing.

And it worked. This campaign reached the right audience – and it resonated.
UBS reached over 30 million of the most affluent and influential readers globally across digital, audio, and social. Those with over $500k in investable assets were among the most engaged with the campaign across every format, with a click-through rate nearly double the industry benchmark.

And they didn’t just glance at the work, they spent time with it. The campaign generated upward of 4.5 million video views, 244% above benchmark, with social media driving the highest click-through rate of the campaign – more than 3x the industry average.

Perhaps most importantly, it shifted perception. Among affluent audiences, unaided awareness rose by 20 points. In key markets like Singapore, favorability rose 28 points and trust increased 23 points. Intent to recommend UBS rose by 21 points. Among HNWIs, perception of UBS as a brand with the expertise to guide clients through uncertainty jumped 13 points.

Overall the campaign delivered on KPIs, and more importantly, began to redefine how this audience sees UBS. It connected emotionally, performed exceptionally, and made the brand matter more to the people who matter most. Through this storytelling campaign, UBS effectively showed that “Banking is our craft.”

Craft Matters

Through a sophisticated, multi-format content strategy, “Unlock your potential: Invest in Ireland” positioned the country as the premier European investment destination.

Informed by data and insights into the decision-making processes of global business leaders seeking European operational bases, the strategy leveraged Reuters’ international credibility and reach among C-suite executives and investment decision-makers.

Complementary content formats built upon a previously successful campaign and introduced innovative new elements. By combining media formats, including a live webinar to demonstrate sector expertise, a multimedia infographic for macrotrends, and a 22-minute documentary focusing on Ireland’s thriving semiconductor sector, the partnership leveraged data and insights and thought leadership at scale, and created multiple entry points.

Content distribution was precision-targeted, employing high-impact display solutions including strategic homepage takeovers and contextual article roadblocking within relevant reuters.com sections. The campaign amplified reach through platform diversification, expanding to YouTube and LinkedIn to capture decision-makers in their professional environments, while newsletter deployment to Reuters’ pre-qualified subscriber base ensured delivery to an already-engaged audience.

To maximize engagement and content consumption, the partnership created a comprehensive content hub that integrated new assets with successful 2023 content, encouraging deeper exploration of Ireland’s investment proposition.

The interconnected approach allowed business leaders to navigate seamlessly between different aspects of Ireland’s value proposition, building a compelling, evidence-based case for investment consideration.

“Unlock Your Potential: Invest in Ireland” was strategically designed to showcase Ireland’s unique value proposition through authentic storytelling and data-driven insights.

At the heart of the campaign was a documentary exploring Ireland’s thriving semiconductor sector, featuring in-depth interviews with executives from established semiconductor businesses operating alongside IDA Ireland representatives.

By filming on location at company headquarters across Ireland, we gave business leaders a platform to share their firsthand experiences in an authentic, testimonial-driven narrative that powerfully reinforced the campaign’s core message.

Providing the Pulse to Modern Life is the previously untold story behind the sector at the cutting edge of human progress. We were able to unite rivals to join forces for the first time to tell this success story.

The use of industry experts and leaders added authority to IDA Ireland’s core messaging, and helped to cover a lot of ground. These are the companies providing semiconductors to the latest smart speakers, mobile phones, electric vehicles and space satellites.

The inclusion of Ireland’s top universities helped to underline how the talent pool is being nurtured, while the roadtrip format showcased the compact geography of Ireland and how easy it is to travel between key cities Dublin, Limerick, Cork and Galway.

The accessibility of the market is of major interest to potential investors, and by highlighting the international partnerships some of these companies already have in place, the message was underlined.

We had a 10-person crew shooting on location for 5 days. Drones helped to provide establishing shots and context. Use of roving cameras kept filming loose and agile – providing an authentic real-life interactions.

Different backing tracks and on-screen graphics helped to maintain momentum and provide more granular details.

To address specific regional priorities, we also developed a specialized webinar delivered entirely in Japanese, featuring a native-speaking moderator alongside an IDA Ireland representative and a third-party business executive. This culturally nuanced approach enabled direct communication with Japanese business decision-makers, highlighting those aspects of Ireland’s business environment most relevant to Japanese corporate expansion strategies.

Complementing these rich media experiences, we created a data-rich infographic that translated Ireland’s competitive advantages into compelling statistics and comparative metrics. Through bold design and strategic information architecture, the infographic presented a comprehensive business case for Ireland as a European operational base, balancing sophisticated B2B messaging with engaging visual presentation.

All content assets were hosted on a custom-designed content hub that encouraged exploration and extended engagement time.

To maximize the reach and impact of the “Unlock Your Potential: Invest in Ireland” campaign, we implemented a strategically diversified media amplification plan leveraging Reuters’ international platform and targeted digital channels.

The campaign employed a sophisticated global distribution strategy across reuters.com, utilizing high-impact display formats within contextually relevant business sections to create multiple engagement opportunities. These premium placements established immediate visual presence while driving qualified traffic to the campaign’s content hub.
Recognizing Japan as a priority market for IDA Ireland, we implemented a comprehensive localization strategy that went beyond simple translation. All promotional assets were culturally adapted and deployed in both English and Japanese across jp.reuters.com, ensuring authentic engagement with Japanese business leaders. This tailored approach demonstrated IDA Ireland’s commitment to the Japanese market while removing language barriers that might otherwise impede access.

To ensure precise audience targeting, we deployed a multi-channel approach that included both reuters.com and strategic social media amplification via LinkedIn and Facebook, platforms selected for their effectiveness in reaching C-suite executives and business decision-makers during their professional information-gathering activities.
The coordinated execution between Reuters, IDA Ireland, and agency partners enabled real-time performance monitoring and optimization throughout the campaign period. This collaborative approach allowed for tactical refinements to targeting parameters and creative messaging, ensuring maximum efficiency in reaching qualified decision-makers considering European operational expansion.

The focused content of the documentary succeeded in boosting awareness of Ireland as a business partner. Research from independent agency Synergy conducted in Dec 2024 confirmed the impact of the video.

2.87M video views across social channels (Facebook 2.5m, X 300k, LinkedIn 76k)
42,000 video views on platform
850,000 page views of infographic
1,000+ live webinar views

We reached the right audience!
Male/Female 74%/26%
Mean age: 51
Mean HH income: US$325K per annum
51% HH income: US$100K+
63% Manager+
71% are involved in FDI decisions in some capacity
49% work in Finance, Tech, Manufacturing, Wholesale, or Retail
54% interested in FDI content

Among those who recall the campaign, 91% associate Ireland with being a cutting-edge location.

Also significant positive sentiment expressed in users “agreeing” or “strongly agreeing” to key perceptions:

• Awareness of Ireland as a cutting-edge investment destination for semiconductors (77%)
• Ireland offers customers a safe place to do business (71%)
• Has a good reputation (75%)
• Is at the forefront of innovation and technology’ (68%)
• Is paving the way when it comes to foreign business across borders (67%)
• Is a country that invests heavily in its people (71%)
• 43% of campaign recallers agree that Ireland has a thriving semi-conductor industry (vs 30% of non recallers) – representing an uplift of 43%
• 63% of campaign recallers agreed that the semi-conductor industry was set to grow exponentially in Ireland and Japan (vs 40% non recallers) – representing an uplift of 58%
• 58% of campaign recallers agreed that Ireland is an ideal location for Japanese semi-conductor companies (versus 29% non recallers) – representing an uplift of 100%

Have taken some form of action as a result of seeing IDA Ireland’s campaign (79%)
This included:

• Visited IDA Ireland’s website (23%)
• Interacted with IDA Ireland on social media (10%)

A great case study for a successful campaign!

Destination Ireland: No.1 for Business

We built our strategy with a sharp focus on the audience, ensuring that every step was tailored to the unique needs and behaviors of C-Level executives. We began by identifying our core Ideal Customer Profile (ICP) cohort—CEOs, CIOs, CISOs, CTOs, COOs, CFOs, CMOs, CROs, and CCOs—across key global markets; including the USA, Canada, UK, Germany, France, Netherlands, Australia, Italy, and India. Large Enterprises over 500 employees only. Unsurprisingly this was calculated as a niche group of 350,000 individuals, however this audience is incredibly influential.

To deeply understand these executives, we analyzed their digital and media consumption habits. We discovered that they are increasingly global in both their geography and mindset, navigating complex macroeconomic challenges. This insight provided a powerful opportunity to craft a highly targeted, global C-Level program that resonated with their professional and personal interests.

Our approach was entirely audience-first, placing the executives’ needs and behaviors at the center of the strategy. We focused on delivering content and experiences that aligned with their leadership roles, challenges, and aspirations. This included crafting engaging, high-impact formats that cut through the daily noise of their busy schedules.

With a clear understanding of how to reach them, we optimized our budget for maximum impact. The goal was to engage at least 80% of our ICP consistently over the year, with a frequency of 9+ high-impact ad exposures per month. Given the high cost of reaching C-Level executives, we invested in formats that were not only informative but also inspirational, ensuring that our messaging was memorable and impactful.

By embracing a global, data-driven approach that placed the audience first, we achieved significant efficiencies, positioning HPE as a leader and a trusted partner to C-Level executives navigating the future of technology.

HPE is a leader in its field, committed to working with customers, potential clients, and partners to ”Unlock Ambition” for the future. Their forward-thinking approach recognizes that today’s C-level executives don’t separate their work and personal lives—they live in a blended, fast paced reality. With this in mind, HPE crafted content for its program that resonated deeply with both the logical and emotional drivers of these senior leaders. Whether addressing business challenges or personal passions, the content was designed to create a seamless, unified brand experience across all channels and tactics.

A key focus of the campaign was creating ”hero content” that stood out from the competition, particularly in the areas of business, technology, and sports. One standout initiative was the “F1 in 10 Years” series, which explored critical topics like sustainability, environmental challenges, track and car design, and diversity—all aligned with the interests of the C-Suite. By tapping into its partnership with the Mercedes F1 team, HPE showcased how its cutting-edge data solutions are powering the future of sports, delivering a fresh narrative that positioned them as an industry leader in technology.

Another innovative project, “AI vs The Mind,” further demonstrated HPE’s role at the forefront of AI advancements, captivating our audience by blending groundbreaking technology with real-world applications. These content initiatives were not only engaging but underscored HPE’s role as a thought leader in their industry, tying their technological innovations to the future ambitions of their clients.

HPE also recognized that networking and exclusive experiences are highly valued by C-level executives. To meet this need, they curated tailored event experiences aligned to programs such as the CIO Network and Tech Live, aimed at fostering connections between executives. The highlight was bringing The Wall Street Journal’s “Journal House” experience to HPE Discover, giving decision-makers exclusive access to both the HPE product line and sales experience—an invaluable opportunity to reach this senior, time-pressed audience and discuss deeper topics face-to-face.

The campaign itself also generated a wealth of content. Custom pieces, event presentations, and interviews created new assets for internal campaigns, social media, and HPE’s owned channels, significantly amplifying the impact and efficiency of the program across various platforms.

Our choice of publishing partners for the campaign was pivotal in ensuring we reached and engaged our target audience effectively. After thorough evaluation of 22 global brands leveraging ComScore, Google and Publisher data, we strategically selected four key partners that would not only maximize our reach but also provide the right environments for HPE’s ambitious messaging. The publishers chosen were all part of the World Media Group — BBC, Forbes, The Wall Street Journal, and Business Insider. Data analysis showed that their platforms had a combined reach of up to 85% of our target audience globally, while delivering a high-quality, cohesive brand experience.

The true brilliance of this campaign lay in the synergy between these platforms. Each publisher brought distinct strengths that contributed to a unified customer journey.

The BBC is renowned for its journalistic integrity and global reach, particularly in broadcast and sports. We leveraged HPE’s partnerships with Mercedes F1 and Tottenham Hotspur to tell powerful technology stories that resonated across both business and lifestyle contexts.

Forbes, a leader in covering wealth, industry trends, and innovation, was ideal for connecting with C-Level executives focused on networking and peer insights. Through a custom content series and media program, we positioned HPE as a key player in these conversations. This partnership provided the perfect platform for HPE’s CEO, Antonio Neri, to engage directly with this program via interviews and thought leadership, elevating both external awareness and internal HPE support for the program.

The Wall Street Journal, with its unmatched authority in business and financial reporting, also brought gravitas. We leaned on the WSJ’s targeted events, such as its prestigious CIO Network and Journal House gatherings, to engage executives in meaningful conversations. Analysis-driven articles and editorials reinforced HPE’s thought leadership in AI and hybrid cloud technologies.

Business Insider expanded our reach to a younger, digitally savvy C-Level audience, increasing our reach across Europe. Business Insider helped us deliver dynamic, fast-paced stories around Hybrid Cloud, AI, and sports, capturing attention through more easily consumable formats.

We ran a comprehensive 360-degree media campaign across all platforms. This included podcasts, interactive video, BBC TV, editorial articles, high-impact digital ads, and social media. By segmenting messaging based on the buyer journey and targeting with precision, we ensured HPE’s core capabilities were consistently reinforced, achieving strong unaided awareness and driving education around AI and Hybrid Cloud through stories that resonate.

To achieve the campaign’s objectives, a creative content approach was developed, centering around the editorial series ”How Emerging Tech is Changing Everything.” This series explored the intersection of the metaverse and other emerging technologies, including ten editorial articles and a long-form video focused on how these innovations were reshaping industries such as healthcare, entertainment, retail, and education. By aligning with Business Insider’s established format, PwC maintained authenticity while delivering innovative and engaging content.
In addition to the editorial series, three custom long-format articles were created, featuring exclusive interviews with PwC subject matter experts. These articles covered topics such as:

• Beyond the Metaverse: How XR and other technologies are converging to improve the human experience.
• Unlocking the Future of Web3: Harnessing customer engagement and loyalty with Web3.
• Meet Me on Mars: How immersive technologies and the enterprise metaverse could positively transform agile project execution.

These custom features were enriched with bold highlights, eye-catching images, and infographics, enhancing visual appeal and engagement. This approach not only showcased PwC’s thought leadership but also aligned with the preferences of the target audience, who value innovation and content that pushes the boundaries of traditional perspectives.
The integration of editorial alignment and custom content allowed PwC to dominate the conversation around emerging technologies, including the metaverse, AI, and Web3, establishing a strong market presence.

The content strategy was designed to address the rapidly evolving landscape of emerging technologies while maintaining flexibility. By focusing on the convergence of technologies and real-world applications, PwC ensured relevance even as the metaverse’s hype began to level off. The themes covered in the content series played a critical role in the campaign’s success, resonating deeply with Business Insider’s audience of forward-thinking executives keen on the next wave of innovations.

This comprehensive approach allowed PwC to position itself as a thought leader capable of guiding businesses through the complex landscape of emerging technologies, addressing key topics such as ESG, risk and control, sales and taxes, and digital transformation within the context of these innovations.

To effectively engage the target audience, a robust media and content amplification strategy was implemented. Business Insider’s platform provided an ideal setting for the content partnership, leveraging its strong audience base and editorial expertise. The campaign utilized a combination of native units, premium high-impact formats, and social media amplification across LinkedIn, X/Twitter, and Facebook to maximize reach and engagement.

The strategy included 100% Share of Voice roadblock banners on the ten editorial articles and video pre-roll around an editorial explainer video, ensuring PwC’s message was prominently displayed. This approach guaranteed that PwC’s branding and messaging were consistently visible to readers engaging with the campaign content, reinforcing brand association with thought leadership in emerging technologies.

The content was strategically distributed across Business Insider’s digital and social channels, with PwC gaining visibility via thematically targeted rotational media relevant to the campaign’s focus. This distribution strategy ensured that the content reached the intended audience of C-suite executives and senior decision-makers who were already engaged with technology and innovation content on the platform.

Custom articles were made discoverable through native units, custom in-content Interlude units, and social promotion from relevant editorial handles. Native units worked well to caputure the audience’s attention and drive them to the content, seamlessly integrating PwC’s thought leadership into the user experience.

The partnership with Business Insider was key in achieving a comprehensive reach, as the platform has a proven track record of engaging audiences with cutting-edge technology content. By leveraging Business Insider’s authority and reach, PwC was able to deliver a compelling message to senior management decision-makers globally.

Social media amplification played a crucial role in extending the reach of the content beyond Business Insider’s platform. By utilizing LinkedIn, X/Twitter, and Facebook, the campaign tapped into professional networks and sparked discussions around the featured topics, further establishing PwC’s thought leadership position.

This multi-faceted amplification strategy ensured that PwC’s content reached its target audience through multiple touchpoints, increasing the likelihood of engagement and brand recall. The combination of high-impact display advertising, native content integration, and social media promotion created a cohesive and immersive experience for the audience, reinforcing PwC’s position as a leader in emerging technologies and digital transformation.

Our creative approach began with a clear objective: to simplify a complex topic, position Capgemini as a strategic partner, and connect with our audience on a human level. We wanted to convey the message that data represents a vast opportunity, and through Collaborative Data Ecosystems (CDEs), it’s possible to share data securely without losing control.

We launched our campaign by releasing Capgemini Research Institute’s report, “Connecting the Dots,” which provided insights into data sharing across Europe and highlighted various public sector data initiatives. Alongside the report, we developed a comprehensive campaign featuring case studies, opinion pieces, and insights from prominent public sector leaders.

Our creative content focused on being approachable and relatable, using subtle humor and wholesome tones to break down the complexity of data sharing. We wanted to engage our audience authentically, but we quickly recognized the importance of localizing our message. We translated every piece of communication into French, German, and Dutch, ensuring we were speaking directly to our audience in their own languages.

To reach our target audience, we tested two key distribution methods: display ads and LinkedIn. Initial performance for the first wave of content was underwhelming, as the translation process proved challenging, particularly with humor. However, our LinkedIn campaign began gaining traction, revealing that government leaders were just as active on the platform as those in the private sector.

By the time we launched the second wave of content, including our flagship report “Connecting the Dots,” we saw significant success. Our click-through rate (CTR) was nearly double the industry average, and the report garnered media attention across Europe. Soon, the conversation about data sharing in government was thriving, with Capgemini positioned at the heart of it.

To engage our audience, we ignited a conversation on data through a multi-faceted approach, leveraging both traditional and digital channels, as well as our team’s relationships within the public sector.

We started by securing 26 unique pieces of media coverage across EMEA, France, Germany, India, Italy, the Netherlands, North America, Norway, Spain, Sweden, and the UK. By tapping into tier-1 journalist contacts, we were able to elevate the visibility of our message and reach key stakeholders across a wide geographic area.

Our LinkedIn strategy played a crucial role in audience engagement. We ran a dual approach of organic and paid campaigns, ensuring we reached a broad audience while also engaging them more personally through organic posts shared by our people. This allowed us to connect directly with government leaders, raising awareness and sparking meaningful conversations about data sharing and its potential in the public sector.

Our internal teams were equally instrumental. They integrated the research and key findings from our report into their client conversations, further reinforcing Capgemini’s expertise and building credibility with current and potential clients.

Additionally, we used high-profile partner events to extend our reach. One such event was the AWS Public Sector Symposium in Brussels, where our research and insights were highlighted to an engaged audience of public sector leaders.

This provided us with a powerful platform to discuss the opportunities and challenges of data sharing and position Capgemini as a strategic partner in the digital transformation of the public sector.

Through these efforts—media coverage, LinkedIn engagement, client conversations, and event participation—we successfully created a platform for ongoing dialogue about Collaborative Data Ecosystems and data sharing, cementing Capgemini’s role as a thought leader in this critical space.

The goal of the OutFront campaign was to drive Reuters’ institutional investor and chief investment officer audience directly to PGIM’s gated site, to gather potential leads. The success of this approach depended on both stellar design and expert coordination between Reuters, PGIM and its agency partner.

The eye-catching, animated globe created a compelling, consistent theme across Reuters and PGIM social properties and in high-impact ad units across Reuters.com. These were hyper-targeted to drive institutional investor/CIO audiences in the US, UK, Germany, Japan and Australia to PGIM’s site.

Large homepage “avalanche” units featured both a signature globe animation and chaptered content to create a mini-homepage within the unit.

The Reuters Plus team worked closely with its own amplification team, PGIM, and PGIM’s agency to coordinate and streamline the amplification process to ensure everything tracked well on Reuters.com to ensure we succeeded in meeting PGIM’s goals.

Beyond Black History set out to honor and support Black people beyond just Black History Month and included a video compilation of testimonials from prominent Black leaders and changemakers on Black history. The element also included #BlackIsAmericanHistory, a campaign to move Black History Month from February to June for its greater historical significance and to better boost Black business.

Culture X: The Forgotten was created as a content series that features 10 Black business titans from history who were invisible in the media compared to their white contemporaries. To pay homage to the period in which they would have been featured if things were as they should have been, the profiles are presented in retro Forbes cover designs. From Joseph Lee to Reginald Lewis to Mary Ellen Pleasant, Culture X spotlights the high-impact entrepreneurs and industry disruptors left out of history.

Lastly, the third element of the project is “The Check-In” on Black Entrepreneurship by industry. Released in four parts throughout the year, these video segments report qualitative and anecdotal findings from current big-name Black entrepreneurs who shed light on the current state of Black entrepreneurship and lead up to the release of a quantitative survey findings on the state of Black entrepreneurship today.