Audience, medium, message...

NKT makes cables. All kinds of cables. They’ve been doing so for over 130 years. The backbone of successive revolutions in industry and technology.

In telecoms, NKT cables have been essential to the roll-out of 2G, 3G, 4G and 5G across Europe and around the world. But there was one territory where they were still relatively unknown…

With its own 5G roll-out underway, North America represents a huge opportunity for NKT. They asked us to communicate their history and quality to this new audience – driving revenue by building a recognisable North American brand that would make them a desirable alternative to competitors in the region.

We had three main jobs here. To understand who NKT’s American audiences were… figure out how best to reach them… and then to do just that, with the right content in the right channels.

Phase one: research and discovery

Thorough research is the best first step towards a targeted, effective marketing campaign. We began by digesting research NKT had already completed for North America, then built on this with our own insight – interviewing key figures within NKT and their customer base and analysing the competitive landscape.

Armed with this background, we were able to hone our client targeting. Segmenting and prioritising key prospects, gathering insight into priority targets, and identifying key purchasing decisionmakers.

Once we knew who we needed to reach and what their business priorities were, we could build the messages we’d use to reach them. The first step was to gather everything together in a ‘message house’ that would be the bible for the campaign. Everything we needed to say in one place.

Phase two: creating assets

Then, we strategized with NKT about the best channels and media we could use to communicate those messages. Online and offline. And we suggested new possibilities to challenge them on what was possible.

With message and map agreed, our content teams created web copy, inbox messaging, video content and rich social media posts. Localising global NKT content to the priorities of the North American market… and creating entirely new messages and case studies to suit the region’s needs and challenges.

Once all that was ready, it was simply a case of…

Phase three: go-to-market

Our North American campaign for NKT is currently in the early stages of roll-out, building the brand’s voice and proof points in this vital new market.

We’ve created a North American telecoms microsite to plant a flag for NKT in the region. We’ve filmed content that puts their articulate North American sales reps front-and-centre to put faces to the name. We’re reaching a highly specific audience by targeting specific companies and roles on LinkedIn, and through tailored email outreach that delivers value, not spam.

Bottom-line results will take a little while to filter through, but the early success of our North American campaign has already led NKT to expand our work, and we are now reworking their European telecoms marketing too.

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