Smart content puts Fujitsu on trend Using content to drive engagement is a proven strategy on LinkedIn – and one that has delivered results for countless brands and businesses. Fujitsu’s highly effective campaign in Finland and the UK proves how such engagement can also act as a valuable channel for insight. Fujitsu aimed to tackle the challenge of raising awareness for its broader IT services, which are well-established in Japan but lack awareness in other global markets. It had a raft of content assets available to help demonstrate its expertise in areas such as IT security and cloud computing, but knew that the key to success lay in relating this expertise to the issues topping IT buyers’ agendas. Fujitsu used the precision targeting possible through LinkedIn member profiles to deliver a range of video content, blog posts and white papers to key IT and business decision makers. It backed this targeted content up through calls to action to access more in-depth content on its Company Page. However, the key to unlocking the greatest value from its Sponsored Updates campaign came through a strategy that made use of LinkedIn analytics to drive the choice of content going forward. “It’s enabled us to generate our own insight to guide the content strategy,” said Fujitsu’s Brand Strategy Manager, Andrew Richardson. Such insight has helped to generate greater engagement around Fujitsu content, with 44,000 viral impressions created in Finland alone. “We’re continuing to use LinkedIn to engage with our audience globally, based on these positive results,” says Richardson.

1. Sponsored updates power decision-maker dialogue
for Fujitsu
The smart content strategy developed by Fujitsu is helping it to target the trending topics in key
markets, connect to senior decision-makers, and build awareness of the brand’s ICT expertise.
Fujitsu is one of the world’s leading ICT companies with
a strong presence in its home country, Japan. However,
to broaden awareness of its full range of services
globally, Fujitsu needed to connect meaningfully with
IT decision-makers in key markets. LinkedIn provided
an ideal platform for doing so in the UK and Finland.
Fujitsu is a natural content producer, with a global
campaign built around video, and a number of
thought-leadership platforms delivering insights to
IT and business decision-makers. Plugging these into
a LinkedIn engagement strategy enabled Fujitsu to
raise awareness of its expertise and start content-
led conversations around the issues buyers are most
interested in.
Challenge
Target and engage an audience of IT decision-
makers
Deliver content to this time-poor audience across
multiple screens
Raise awareness of Fujitsu’s broad range of global
ICT services
Generate insight on the key issues motivating
decision-makers in Finland and the UK
Solution
Integrated LinkedIn campaign for each market,
combining Content Ads and Sponsored Updates
Precision targeting delivering updates and ads to
senior IT decision makers in each market
Regularly updated Company Pages, featuring
deeper content to showcase broader expertise
Commitment to campaign optimisation, with the
performance of Sponsored Updates informing
future campaign strategy
Why LinkedIn?
Unique targeting potential
Proven B2B publishing platform, engaging
decision-makers with content in a professional
context
Sponsored Updates’ capability for delivering
content across PC and mobile devices, through
the LinkedIn feed

2. Visit emea.marketing.linkedin.com/success-stories to discover how LinkedIn Sponsored Updates can drive results for your business.
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Content ads drive initial awareness
Content ads formed the first phase of the campaign,
delivering insight and video content showcasing customer
stories, generating broad awareness around Fujitsu’s
expertise in areas such as IT security, and reaching over
400,000 LinkedIn members.
Andrew Richardson
Brand Strategy Manager,
Fujitsu
“The opportunity to interact with this audience was a fantastic,
added benefit for the campaign. In addition to driving traffic
and building awareness, it enabled us to generate our own
insight to guide the content strategy going forward. We’re
continuing to use LinkedIn to engage with our audience
globally, based on these positive results.”
Connecting to time-poor decision-
makers on mobile
Aware of its audience’s busy lives, Fujitsu made reaching
members across multiple platforms a priority. In delivering
the brand’s content through the LinkedIn Feed, Sponsored
Updates reached audience members on smartphones and
tablets, outside of traditional office hours, and increased
engagement.
Amplifying the impact of content
Focusing on the trending subjects for IT decision-makers
generated significant additional reach through members
sharing content with their networks. In Finland, Sponsored
Updates generated over 44,100 viral impressions and 437
additional clicks, driving additional awareness and credibility
for the campaign.
The right content, delivered to the right
audience
Sponsored Updates then delivered a range of targeted
content via the LinkedIn feed of IT and business decision-
makers, including videos, blog posts and publications. Fujitsu
and LinkedIn analysed the performance of updates carefully,
identifying the most impactful topics and using this insight to
optimise the campaign. This approach to optimisation proved
highly successful in the UK, and was subsequently applied
to Finland where it drove an engagement rate of 0.83%.
The campaign delivered more than 7,500 clicks across both
countries.
Fujitsu supported its Sponsored Updates with additional posts
on its Company Pages. These provided added value in the
form of white papers and articles whilst demonstrating the
breadth of the brand’s expertise for those clicking through to
the page. Company Page content items that performed well
organically were added to the Sponsored Updates schedule.
Results
The Sponsored Updates campaign generated
more than 7,500 clicks across both countries
Sharing of content across LinkedIn networks
drove relevant additional reach, with over
44,100 viral impressions in Finland alone