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Netguru won at The Drum Awards for Content 2022 in the News, Media, or Publishing category for its Hidden Heroes campaign. Here, we find out more about what went into this eye-opening campaign.
Netguru’s Hidden Heroes Campaign
Digital acceleration company Netguru wanted to bring software innovators out of the shadows and present their stories in conjunction with author and speaker Steven Johnson. The goal was to highlight people who have shaped today’s reality with modern software and how it has influenced our lives. Using content research and its knowledge of the industry, it created eight impressionable stories that made an impact on over 15 million people.
The brief
Netguru recognized that to stand out in an extremely crowded market, it needed to rise above normal marketing strategies that only reiterate USPs and find a way to expand its audiences, as well as showcase its brand as a top tech company. It needed to bring attention to the ideals and values of its company in a way that would forge a deep connection with potential and current customers.
The idea
As an innovation consultancy employing hundreds of engineers, product designers, product managers, and consultants, Netguru wanted to inspire other generations of tech innovators by using the power of storytelling. The initiative was designed to hit all the checkpoints of a successful branding campaign:
Have a mission/purpose and be unique Create a series of stories Partner with a renowned author/producer Have viral potential Include emotional appeal Be valuable, relevant, and educational
Based on these parameters, they chose to profile people who were virtually unknown and whose discoveries mirrored the company’s values…
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