Case Study: EIZO
EIZO is an industrial blue chip when it comes to tech solutions! Specifically, it provides monitor solutions for specialist purposes, such as video surveillance, air traffic control, medical and large office environments. The company operates on an international basis, with bases around the world, from Asia to the UK.
Repositioned brand in a changing market
Digital press coverage reach of over 150,000
66 new high-value contract leads generated
The Brief
Initially the EIZO marketing team approached Move needing a detailed piece of technology marketing strategy analysis that identifies how the EIZO brand is performing within the UK market against competitors. This would help define and align the strategy more closely with the expectations of its customers as well as prioritising marketing platforms to use in any future marketing activity.
EIZO also then required the development of a specific standalone campaign to respond to the challenges of the pandemic. As lockdowns were imposed around the world, more companies and top-level managers were having to consider home office setups for their workers. There were many factors to consider here, from mental health impacts to providing the correct equipment to aid the transition to working away from an office base. EIZO wanted to provide solutions for all.
The Solution
Move undertook a comprehensive three-month brand audit of the EIZO brand, surveying external customers and distributor partners as well as conducting B2B brand workshops with the internal EIZO team. This enabled the creation of a strategic baseline from which the brand could move forward and reposition against its long term growth objectives.
From there, we focused efforts on a content-led standalone campaign for the emerging work from home sector. The user-journey associated with this campaign ended with the download of an educational eBook, which also collected customer data for each consenting download.
Although content-led, the campaign utilised multiple channels to promote the eBook and direct audiences to the first step of the customer journey, including web development with the creation of a campaign microsite, media buying, web explainers, digital adverts, email distribution and media relations.
