Orange
We brought an international IT services integrator into the digital market in Russia.
Orange needed to explain complex cybersecurity products to an audience that mainly knew it as a telecom operator. We studied the products and competitors, defined the audience and planned a sequence of advertising, articles and email. Product-specific landing pages helped visitors find relevant answers without searching through a general cybersecurity page.
For Orange, we separated broad awareness of the telecoms brand from demand for specific IT solutions. Landing pages, articles and emails explained the products in different levels of detail. The strategy connected each piece to a B2B audience need and gave readers a route from first contact to relevant product information.
Targeted website traffic grew by 96% during the campaign, while the blog-page bounce rate fell 5.4-fold.
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