We took Australia’s tech pulse for Kyndryl.
We set out to localise the brand's “heart of progress" positioning and land Kyndryl on the local tech scene in a progressive and unmistakably Australian way, elevating its expert voices in the context of the nation’s tech and innovation conversation.
Overview
What if a brand new company could sound like it had always been part of the conversation?
Our approach
Partnering with Guardian Labs we reached its progressive C-suite audience with a partnership elevating “Kyndryls" to thought leadership status through interactive media placements—from the Tech Pulse (a real-time conversation powered by social listening) to a co-created 5-part podcast series and co-branded print edition delivered to key accounts.
The results
Over a 12 month period we created real brand relevance with topical, agenda-led opinion and thought leadership, featuring more than 30 Kyndryl and industry experts and smashing our viewer KPIs by 126%. The Tech Pulse (Print Edition) hit more than 3,000 Guardian subscribers and was directly supplied to 90 key business accounts, a bullseye B2B audience.
