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.