Actual Experience: Reconfigured
BRAND AWARENESS CAMPAIGN
As a strategic partner that provides hybrid workspace management to large-scale businesses, niche analytics software and consultancy firm Actual Experience has a track record of punching above its weight.
But the company’s expertise in presenting trusted insight on the emerging era of hybrid work wasn’t widely known and this, until now, had been challenging to convey in conversations with the firm’s prospects.
To address these challenges, Actual Experience launched a thought leadership campaign founded on fresh data and detailed analysis on the future of hybrid work to help raise brand awareness and support its marketing and sales teams in communicating more effectively with new audiences.
Covid-19 has brought hybrid work into sharp focus; a topic viewed by many as a problem without a solution. But Actual Experience knew that its work and competency in this area could enable those firms to not only overcome but lead in what is fast becoming a widespread issue.
Recognising the need to raise its voice in a crowded space and position its unique analytics offering as a new ‘must-have’ solution, Actual Experience sought to create a content campaign that would shine a spotlight on its own expertise and help communicate its purpose and value to a wide range of stakeholders across an increasingly complex buyer landscape.
The Reconfigured campaign draws on insights gleaned from a robust research study into the future of hybrid work, using innovative design, creative assets and expert editorial perspectives that positioned Actual Experience as a leading voice in its field, with a clear and differentiated proposition from that of its competitors.
“Working with FT Longitude on our Reconfigured campaign has enabled us to position Actual Experience as the clear choice for companies embarking on a hybrid working solution. The upfront strategy work, quality of insight and campaign content has given our marketing and sales team an indispensable tool for spreading our message and elevating the conversation to a more strategic level.”
Vaq Hussain, Marketing Director, Actual Experience
Built on insight and analysis from both quantitative and qualitative research, the campaign provides leaders with deep and meaningful intelligence on what many in the business world see as the biggest global experiment in management practice in this lifetime.
A survey of 300 CEOs, CHROs and CIOs examined their roles in digital transformation and hybrid work, and gleaned fundamental data points that formed the basis of the narrative. The survey highlighted the emerging importance of HR in overall business strategy — a finding that has since been supported by the CEO appointments of Leena Nair at Chanel (formerly the CHRO at Unilever) and Natasha Adams at Tesco Ireland (formerly HR and Chief People Officer).
This data was combined with insights from an interview programme of C-level executives that provided unique perspectives to add colour and context to the quantitative research findings. Quotes from the most high-profile and well-informed members of this cohort were featured throughout the campaign content and activation assets.
Using these findings, FT Longitude’s team of information designers created a digital, interactive report which features on the brand’s homepage. The result is an engaging compendium of key findings, focused articles, a downloadable whitepaper and a snappy animated video, all hosted on a slick microsite built around fresh new insight into the world of hybrid working.
See the full campaign here.