Hitachi Data Systems (HDS) needed to stand out in a crowded market. It needed to forge its own identity as a dynamic company with a portfolio of solutions, distinct from its parent company Hitachi Ltd. In its role as lead agency for strategy and content in APAC, LEWIS recommended research to form the cornerstone of HDS’ campaign.
Research was conducted to support three key themes:
- CIO as the next CEO-candidate. This study demonstrated the strategic role CIOs play in influencing business decisions. It emphasised the importance of CEOs understanding the value of technology and information.
- Innovation Drivers and Index. This study positioned HDS as a thought-leader on IT and business innovation. It explored how technologies, such as cloud and big data, are driving innovation.
- CIO predictions for 2015. The final study gave HDS a viewpoint on top IT trends. It highlighted how these upcoming trends align with the HDS portfolio.
The research findings were launched at Hitachi’s Innovation Forum in Asia. LEWIS worked with HDS to invite key regional media and ensure it had all the content needed to ensure executives were fully briefed. Staff could then respond to any on-site media requests. LEWIS also coordinated with local PR teams on news distribution and press outreach.
The result was over 200 articles published in target media and over 1,538,434 social impressions. There were over 700 tweets relating to the event and the news, and LinkedIn activity generated 47 engagements. The report was available via WeChat, generating 100 downloads.
The campaign opened a new window for HDS APAC executives. It enabled them to engage with top decision-makers in key markets. It also helped to boost the company’s position as an IT leader in the noisy APAC market.
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