We are incredibly excited to share that our team, alongside our clients and friends at Atos, have been nominated for the ‘Best use of Data in a Content Campaign’ award at the UK Content Awards.

Earlier this year Atos approached Coterie to revitalise their partnership with Microsoft, with a view to:

• Driving sales from within by educating and enabling Atos and Microsoft teams on their joint solution
• Driving awareness and leads through a highly targeted campaign

We worked hand in hand with Atos on this project and explored new ways of working together.

Challenging audience assumptions

Firstly, we challenged our initial assumptions of who their joint solution’s target audience should be. Working with a draft target audience list, we used a range of independent digital tools to analyse their online behaviour and get to know them in more detail. The results? We found that the search terms and online behaviour of this initial list didn’t align Atos and Microsoft’s joint offering.

Through further collaborative work we developed a refined and accurate list of target job titles within the target accounts. Applying the same methodology, we took a snapshot of their online behaviours, interests, and more importantly, the relevant challenges they were facing.

An insight-based content framework

Armed with knowledge of our target audience, we developed a joint campaign under the title ‘Get your data ready for GenAI’. This was centred around four key topics;

• Cloud Sustainability
• Copilot
• Hybrid Cloud
• AI

Using our earlier research and what we already knew about each stakeholder group, we were able to segment our target audience and align them to each of the topics, based on how engaged they would be. Our research also extended to each of the topics; we identified key search trends, uncovered the most engaging content formats and the optimum length, giving us a clear content framework to work to.

We populated a landing page on the Atos website as a hub for the campaign. Ensuring a real mix of length, type and purposed of content we populated it with:

• Awareness-led videos
• Education-lead infographics and articles, designed to answer the questions being asked by the targets
• Conversion lead assets including case studies and data sheets

To reach both internal and external audiences we also created a suite of assets to be used in organic and sponsored LinkedIn posts.

Driving sales from within

With a new suite of assets available to use, we delivered an internal campaign to enable sales teams within both organisations. Through targeted LinkedIn activity the campaign exceeded all projections, with over a quarter of a million internal impressions, and 1000+ clicks to the partner page within a 6-week period.

Driving awareness and leads

In addition to our internal campaign, we ran concurrent activity out to market. Through a highly targeted LinkedIn advertising campaign, we were able to reach our target audiences with relevant creative and the hero assets most applicable to their roles.

The campaign has successfully positioned the power of two industry giants, while also creating awareness of new products to market, such as Copilot for Microsoft 365 and Atos’ sustainability offerings, powered by Microsoft. In the first six weeks we also achieved a quarter of a million external impressions (386% of projection), over 1300 landing page clicks (419% of projection) and over 365 leads with 16 converted at the time of the awards submission.

Keeping the spotlight ‘always on’ Atos and Microsoft

Alongside our paid activity, the spotlight is always on the Atos Microsoft partnership. In tech, things move incredibly quickly, which is why we revisit our research every six weeks to keep our fingers on the pulse of market trends, industry challenges, and emerging conversations. This allows us to tweak our content and ensure we’re always meeting the needs of our target audiences, thus driving sales, through a responsive always on strategy.

To be shortlisted for this work is a testament to both Coterie and Atos, who worked collaboratively to transform this partnership. We can’t wait to party with our fellow nominees at the event.