Challenge

Showing CEOs the difference.

Business Process Services (BPS) is a complex category. After splitting away from Xerox, Conduent was entering with immense experience and zero brand recognition. They needed to position themselves as a global leader while driving demand and leads. They were also faced with competing priorities across multiple business units and industry sectors. Well, bring it on.

Approach

Leap ahead.

We launched Move Forward, a bold new brand campaign anthemic enough to resonate with a diverse audience of C-suite decision makers, and flexible enough to generate a wide range of hardworking assets across channels. Campaign elements were easily tailored to Conduent’s solutions and customer industries, supporting lead generation on a global scale.

A personalized, multi-target media strategy.

We customized the campaign to the distinct audiences and budgets of each of Conduent’s business sectors and solution offerings. We delivered our content on channels closest to a C-level decision maker’s daily journey, including search, social, digital and trade, with a focus on quality of results over quantity of impressions.

Results

Mission accomplished.

We generated 2,000+ qualified leads, a 100% increase over goal, and a 500% increase VYA. The overall social engagement rate was 19%, compared with 9% the prior year. The campaign also increased total website visits by 6.1%, and unique users visiting the website by 14.9%.