News Article ————

What went into the B2B Content Campaign of the Year?

Author image Published by [email protected]
Published Date 17.04.2023

Just like any agency worth its salt, The Think Tank’s top priority is always to provide results for our clients. But that doesn’t mean we’re averse to the occasional award win. On the contrary, award wins tend to go hand in hand with spectacular ROI, stunning creative, bulletproof strategy and all the other things concomitant with work that delivers the goods. And that’s why we were so pleased to pick up Best B2B Campaign of the Year at the European Content Awards with our client, BSI.

Described by the judges as “one of the most serious and best executed campaigns we’ve seen,” the team were right to feel a glowing sense of pride in the accomplishment.

The work

The British Standards Institute (BSI) came to us with an unusual request: find out everything there is to know about how SMEs engage with standards.

So we donned our patented Thinking Caps and set out to experiment with a test and learn campaign to reveal what was going on. We began with research, quizzing CEOs, managers and standards users to establish the barriers to adoption, optimal platforms for engagement and types of content that would resonate best.

Based on our learnings, we were able to lay down an integrated strategy capable of reaching a huge range of sectors, as well as facilitating A/B testing. Moreover, we shifted our focus towards more friendly, supportive and practical advice on how to implement standards, which our research showed SMEs craved.

Not only did we provide BSI with intel on everything from the ideal lengths of contact forms through to the types of images that would carry most impact, we also achieved 12 million impressions 50,000 clicks and 65,000 page views.

The Think Tank “going from strength to strength”

Our Managing Director and Co-Founder, Liam Bateman, said: “It’s fantastic that in our 30th year, The Think Tank is going from strength to strength. We’re very proud of our work with BSI, the amazing results it achieved and the awards it has been winning. Thank you to the European Content Awards and congratulations to the talented teams at The Think Tank and BSI, who put in so much effort into making the campaign a success.

About The Think Tank

The Think Tank delivers transformative marketing and PR for brilliant B2B brands in every sector, all over the globe. If you’re looking for an integrated agency that will work alongside your business to deliver outstanding work focussed purely on outcomes, drop us a line

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