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25th March 2021

CDW: Generating leads for technology that provides the perfect fit

The opportunity

CDW is a leading, multi-brand technology solutions​ provider. They help clients achieve their goals by delivering integrated solutions and services that maximise their technology investments.

As a trusted Microsoft partner for more than 20 years, CDW specialise in delivering bespoke hardware and software solutions to empower agile working.

One of their clients’ goals is workplace modernisation – and it’s a hot topic. However, to date, CDW’s Microsoft workplace modernisation campaigns have taken a more tactical approach and rhythm, focussing on just the product in question. It was time to think bigger.

The objective

To deliver an always-on enterprise lead generation campaign with a stand-out concept that would cut through and engage decision makers.

Our target was to generate 30 C-suite and Director level marketing qualified leads within UK enterprise businesses that do not currently buy Surface, Microsoft 365 or associated services from CDW.

The solution

The key campaign messaging across the core solutions was that the Microsoft Surface range, Microsoft 365, and the suite of accompanying consultation and deployment services offered by CDW was ‘The Perfect Fit’ for any organisation.

The campaign was to run for the year. Knowing the high-value audience and decisions we were seeking in influence, we knew that this was to be a marathon, not a sprint.

The always-on campaign we created, deployed and managed incorporated the strengths of multiple channels:

Google Display Network in-market audiences
Providing top-of-funnel awareness, this display element of the campaign delivered significant reach within our target audience.

LinkedIn sponsored content & lead gen forms
LinkedIn, specifically its account-targeting and lead generation capabilities, allowed us to get core messages and content in front of key decision makers, providing a perfect balance against the reach of Google display. 

Paid search

Getting CDW and Microsoft in the list of results while prospects are actively researching​ workplace modernisation gave ‘The Perfect Fit’ campaign a real presence throughout the decision-making journey and was key to driving conversion.

Website & website retargeting

At the centre of the campaign was an informative website that acted as the destination for all campaign traffic. It provided a great platform to continually retarget and engage our audience.

The creative

We developed a differentiating concept, ‘The Perfect Fit’, that spoke directly to the CDW value proposition: their ability to provide their customers with a complete Microsoft solutions package and, critically, tailor it to fit the specific needs of each business.

We developed a humorous and human visual theme that coupled perfectly with the campaign’s core messaging, helping to further engage the target audience.

A host of assets were created, including the campaign website, digital campaign assets across social, display and search, as well as an informative campaign video.

The results

With the always-on nature of the campaign, there was a commitment to test, learn and optimise throughout – continuously adapting key messages, creative executions and targeting strategies.

It was this, combined with the completeness in digital strategy and differentiated creative, that led to the campaign not only meeting but exceeding the targets set.

To date, the campaign has:

  • Driven 56+ net-new enterprise-level workplace modernisation leads for CDW (against a target of 30)
  • 42,761,941+ impressions across targeted display, social and search campaigns
  • 248,361+ clicks through to the campaign site or content
  • 134,864+ website users, making 104,000+ website sessions

All delivered across 8 months.

Client

CDW

Sector

Technology

Services

Lead generation

Content marketing

Video, animation & audio

Web design & development

Project Manager

Mariana Oliviera