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Intro01

TECHNOLOGY

CAMPAIGN
POWERING A NEXT-GENERATION TECHNOLOGY CAMPAIGN

Tech Data is a multinational distribution company specializing in IT products and services. The company’s Advanced Solutions business provides technology solutions that spearhead customer growth in IoT and analytics, data centre, software, storage, security and cloud deployments. Following a series of acquisitions, Tech Data had many different brands all operating in siloes that the business needed to amalgamate under one name.

The company tapped us to drive momentum across traditional media and social channels in EMEA, positioning Tech Data as a voice of authority in the channel industry following the acquisition of Avnet. Through our previous work with Avnet, we understood that all of the different technologies needed to be approached in a unique way to deliver results. We developed a comprehensive thought leadership programme that allowed Tech Data to speak to each of its next-generation technologies in an informative and authoritative way. Clever messaging work allowed us to reach into different vertical markets under one umbrella brand.

To support Tech Data digitally, we co-ordinated a pan-EMEA programme to promote its three-month roadshow, IoT on Wheels. We created social calendars and blogs and infographics for six countries and languages, as well as thought leadership content that spoke to the unique challenges of the local IoT markets as the roadshow travelled from country to country.

We prepared social calendars for company employees to amplify on their social channels. Alongside opinion articles targeted at the channel and tech trades, this drove significant results to position Tech Data spokespeople in the field. Combined social engagement and press mentions ensured the building of stronger relationships with industry influencers and customers.

Using both organic and paid social the campaign achieved 1.2MM impressions and more than 28,000 clicks through to the IoT on Wheels landing page. The integrated 12-month programme also saw 4,000+ pieces of coverage across EMEA and 615k+ impressions across LinkedIn and Twitter, covering all Tech Data’s next gen technologies succinctly under its Advanced Solutions brand.

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