Published by isobel.regan@dontpanicprojects.com
Published Date 05.01.2023 
The Think Tank is delighted to have received 5 nominations at the UK Digital Excellence Awards 2023. Our work with Asendia, IRIS and BSI has been nominated in the B2B Integrated Campaign of the Year category, with further nods for our Asendia and IRIS campaigns in the ROI Campaign of the Year category.
About The Think Tank
Based in central London, The Think Tank is a leading B2B marketing and PR agency, offering a complete range of award-winning services, including brand development, PR, strategic thinking, tactical marketing campaigns, digital communications, content and design.
Founded on creative thinking and in our 30th year, we deliver transformative work that helps our clients thrive in markets across the globe.
About the work
Asendia – Apparel and Beauty Campaign
The brief was to position our client Asendia as an industry leader in the Fashion & Apparel and Health & Beauty sectors across 8 countries (Germany, Sweden, Denmark, Italy, Spain, the Netherlands, US and UK). We did so with a comprehensive content-led strategy that included e-books, blog articles, an e-commerce retail calendar, an infographic, and interviews with Asendia experts, all designed to offer e-tailers practical insights and opportunities.
Drawing on our detailed knowledge of Asendia’s customers, The Think Tank deployed engaging content through channels including Google Display and LinkedIn as well as custom landing pages with gated downloads.
Our highly-targeted campaign led to impressive metrics, smashing KPIs with over 250 e-book downloads in two weeks, a click through rate of 1.5% and a 4.5% conversion rate.
BSI – Promoting Standards
This was a test project undertaken with BSI, the UK’s National Standards Body, to uncover insights into SME businesses’ digital interactions with standards and educational content.
Based on initial research by BSI, The Think Tank developed a pilot strategy covering all business sectors that would lead audiences on a journey of discovery around the information security standard, ISO/IEC 27001.
Google Display was used at the top of the funnel to support discovery, with LinkedIn Lead Gen Forms utilised once an audience was built. Content and case studies were advertised to drive traffic towards the education phase of the journey using content featuring newly developed messaging, resulting in over 1,000 downloads.
By testing channels, imagery, messaging, content and interaction points throughout the campaign, we were able to deliver detailed reporting on the most effective ways of engaging SME businesses and optimise activity accordingly.
Through a process of A/B testing and optimisation, The Think Tank ran a campaign that increased our understanding of the appetite of segmented business sectors for standards and the best ways to engage them in future, and also delivered tangible results in the here and now.
IRIS Software Group – Time to Grow Campaign
To help IRIS engage SMEs, The Think Tank developed a colourful, dynamic campaign based around five superheroes – The Masters of Time – whose mission was to give businesses back time by streamlining their processes with IRIS software.
The campaign ran parallel to the UK government’s ‘Help to Grow’ scheme, which supported businesses in their digital transformation. IRIS’ campaign went further by addressing the significant challenges of SMEs and offering them a 50% discount on all IRIS software.
The Think Tank launched a highly targeted campaign based on the rich backstories and identities of our Master of Time heroes. A custom microsite, banner advertising, and posts on Google, LinkedIn and Facebook were launched to engage the target audience and generate leads.
Reach was also extended through an 8-week radio ad campaign and digital advertising packages across key SME online media and business sections of national publications, as well as advertising on the London underground rail network and various bus routes.
The campaign was a huge success, with social media content receiving over 45,000 views in a month, over 30 million impressions generated and over 100,000 clicks produced. Through precise targeting and continual optimisation, The Think Tank delivered a creative, highly engaging campaign which exceeded original sales and pipeline estimates.
How we’re feeling
Liam Bateman, our Managing Director, said this:
“Having three campaigns shortlisted is testament to the hard work the team’s put in this year, as well as the strong relationships we’ve developed with our clients.”
“We’re celebrating our 30th anniversary in 2023, and these nominations show the future is brighter than ever. Thank you to the UK Digital Excellence Awards and good luck to all of our fellow finalists.”
Get in touch with The Think Tank
For more information, please contact us at: hello@thinktank.org.uk, or by phone at +44 (0) 20 7831 2225
You can also find us on LinkedIn, Twitter and Facebook.
