As an IT advisor and major telecoms player, Orange Belgium boasts a great deal of digital knowledge and services. Still, they believe that fellow entrepreneurs are the best source of inspiration for an entrepreneur. Through ‘connected:’, Orange wants to share experience and tips from companies so entrepreneurs can learn from each other and grow together. 

From awareness to leads

The ‘connected:’ campaign targets the many small and medium-sized companies in our country. SMEs are often held back by the challenges that come with hybrid working, digitalisation, cyber security and new technologies. In addition to inspiration, Orange also offers companies concrete solutions, which ‘connected:’ also aims to highlight.  The campaign focuses both on creating greater name awareness of the customer in the target group and on generating concrete leads. 

Inspiring and stimulating entrepreneurs to have the courage to innovate requires a different approach than introducing products or services in the market. That is why the ‘connected:’ campaign was elaborated at the end of an extensive strategic trajectory. In turn, this strategy was translated into a visual concept, key messages, a content marketing plan and a media strategy. Both existing and new content were integrated into the content plan.

At the heart of the campaign are the ‘connected:’ landing pages. At Orange’s request we created a platform where visitors can find a wealth of information on digitalisation, hybrid working, cyber security and new technologies in addition to testimonials from the entrepreneurs. By combining inspiring customer stories with advice from specialists, white papers, self-scans, round table discussions... we have created, on the one hand, an ecosystem of knowledge and inspiration that entrepreneurs can actively use. On the other hand these content pieces are also used as lead tools and guide the visitor to Orange’s product offer in a non-intrusive way. 

To turn ‘connected:’ into a 360° narrative, Orange called on several partners. The company entrusted the translation of the strategy into an always-on campaign to the combined expertise of Cypres and We Are Digital. Experts from both companies took charge of the various aspects of the digital campaign, with content and data as the red thread.

Video first

Video has been a key component of content marketing for quite some time now. Within the scope of the ‘connected:’ campaign we fully embraced this medium. In cooperation with Kanaal Z, Orange literally puts a handful of entrepreneurs in the spotlight. These reports were the backbone of our campaign.