The Campaign

IN THE FUTURE is an umbrella concept that allows us to explore the many ways that technologies and innovations are driving businesses and society forward. Through this creative concept, we tell provocative future-forward stories in any content format that help position Tech Mahindra as a thought leader and game changer in the transformative digital space. The creative idea came about through insights plus proprietary and third party research indicating how complex the world of CXOs has become and the pace of change that consumes them. We wanted to provide a trusted environment for readers to engage with sophisticated and intelligent content and help make informed decisions, subtly ensuring Tech Mahindra is seen as the enabler of such knowledge. The content is also brought to life through key executive level such as WSJ CEO Council providing a unparalleled touchpoint for Tech Mahindra to leverage our network and conduct business conversations.

Execution

The In the Future program is a destination for original content in the form of articles, videos and infographics, and supported via events, networking opportunities and more detailed whitepapers. Original content lives alongside licensed content from the Wall Street Journal's newsroom and also featured contributors from Tech Mahindra's partners and influencers to provide a diverse and trusted content environment for readers and frequent reasons for PR activity. The site lives within The Wall Street Journal's web domain and is accessed via a targeted media campaign, PR outreach,social amplification, syndication and client linking. Mass scale is not the KPI for this campaign, but instead it is about qualified leads and reaching senior decisions makers whose awareness of Tech Mahindra has previously been low, particularly in the target market of the US. The 3 year partnership allows us to evolve and optimize our communications as we go, further deepening our partnership.

1. YOY results in the WSJ readership survey on Brand Perception show Tech Mahindra have shown significant growth in awareness in their target market of the US. They also experienced the most significant growth in familiarity amongst their competitors for the 2016-2017 period, plus also recording an upward trend in perception of them as an innovation company. 2. The In The Future partnership has lead to many millions of dollars of new business wins as per quote from Tech Mahindra. "Off the back off the ITF partnership with WSJ, Tech Mahindra received a multi-million dolllar contract for IT services" Indraneel Ganguli Tech Mahindra – Global Head of Brand and Field Marketing Further details are confidential and cannot be shared. 3. All media KPIs exceeded - 70M reach of paid, earned and owned media. 600 enterprise CXOs reached, and 2 times the KPI target on views in Year 1

The Situation

IN THE FUTURE is an integrated content program of provocative, future-focused thought leadership exploring transformative technology and global connectivity; challenging C-Suite and policy makers on the state of our increasingly connected world. The creative idea came about through insights plus proprietary and third party research indicating how complex the world of CXOs has become and the pace of change that consumes them. We provide a trusted environment for readers to engage with sophisticated and intelligent content and help them make informed decisions that will impact society in the future.

The Strategy

Target audience are C-Suites and decision makers, primarily in the US. Our media strategy combines both print and digital buys around the WSJ's coveted audience and advertising is contextually placed on our Technology and other relevant pages to maximise the spend. The media strategy is intrinsically linked to the creative strategy and content delivery as the teams work closely together in the same division and can optimise and learn from the analytics and data sets. PR opportunities are leveraged by both the client and WSJ to promote strategic focus pillars and key events which drive the ITF sub-brand. Influencers and partners are used to further extend communications via their networks and social amplification via the WSJ Editorial handles allow re-tweets of branded content to over 12 millions Twitter subscribers. We facilitate introductions to the right target audience at WSJ CEO Council ensuring Tech Mahindra can follow through with business leads.