NTT

NTT is a leading global technology and business solutions provider. After the FT created a successful finance sector campaign for the company in 2020, it approached us again in 2021 for help with targeting the automotive sector. NTT’s objective was to raise awareness of its brand among C-suite executives and technology decision-makers, and to position itself as an expert in automotive business solutions

The FT Commercial team proposed a thought leadership series called On the Road to Hyper-Connected Cars and Smart Cities. The series would scrutinise the technology, consumer and business model trends that are rapidly changing the ways cars are made and sold – from scaling-up electric vehicle production, to meeting decarbonisation targets.

Content Running February to March 2022, the NTT Partner Content thought leadership series consisted of three articles and a hub page. It focused on hyper connectivity and IT infrastructure, and how they will intertwine with the future driving experience. To demonstrate NTT’s expertise in this area, the articles were interview-style and featured insights and direct quotes from leading executives at the company.

The editorial team used interactive infographics to illuminate the topics, which made the information more accessible to non-experts. Our research shows that infographics can complement and clarify information delivery, increasing audience interest for better engagement.

Activation

The FT marketing team drove traffic to the series with an extensive marketing campaign that included:

• native and display ads on FT.com, targeted towards FT readers, C-Suite and Tech Decision- Makers and
delivering over 4 million impressions

• external social promotion on Twitter and Dianomi networks, with a total of over 30 million impressions

• a print ad in the Financial Times newspaper, reaching a global audience of 1.3million readers

The NTT campaign was a huge success, outperforming most benchmarks with total page views hitting 134% above target, a stellar average attention time, and an impressive CTR for native, display and in-content ads.

• Achieved 134% of overall target of page views

• 70 seconds average attention time

• Over 5K clicks through to the content from FT.com ads, and 19K clicks from social promotion

Most importantly, the campaign met the client’s objective of shifting brand perceptions. This was clearly reflected in the results of our brand uplift measurement survey:

• Readers exposed to the client’s content on FT.com were 26% less likely to be unfamiliar with NTT

• Those reading the content were 211% more likely to see NTT as an innovative company