AND Digital is a technology consultancy with a specific mission to help companies achieve digital transformation through closing the world’s digital skills gap; equipping organisations such as British Airways, Halfords and Diageo with important digital skills required for the digital economy.
Its main challenge is that the ‘digital skills gap’ is a problem for businesses, but a well-worn, ‘un-sexy’ topic for technology and business media. Many consultancies offer a ‘solution’, with very little differentiation between them.
Our strategy was to find a point of differentiation between AND Digital and its competitors which would work for both earned media and lead gen opportunities.
Working with its marketing and customer success team, we established that the digital skills gap is not just about technical skills. Instead – it spans across individual, team, organisation and societal levels. Building upon this insight, market research explored thoughts about teamwork, behaviour traits, collaboration, organisational culture, team purpose, learning and development through to specific digital and technical skills hiring managers were looking for.
Combining this with insight from AND Digital’s customer work, we created the Real Digital Skills Gap Report, examining these topics in detail.
We launched the campaign through earned media, direct marketing, events and organic and paid social. This resulted in 40 pieces of coverage, with 92% of articles including a link to the campaign’s hero report. The events saw 4,000 registrations, while overall the campaign generated 529 leads to nurture, 19 sales qualified leads, and a signed partnership contract with a global technology organisation worth £150,000.