Our creative approach began with a clear objective: to simplify a complex topic, position Capgemini as a strategic partner, and connect with our audience on a human level. We wanted to convey the message that data represents a vast opportunity, and through Collaborative Data Ecosystems (CDEs), it’s possible to share data securely without losing control.

We launched our campaign by releasing Capgemini Research Institute’s report, “Connecting the Dots,” which provided insights into data sharing across Europe and highlighted various public sector data initiatives. Alongside the report, we developed a comprehensive campaign featuring case studies, opinion pieces, and insights from prominent public sector leaders.

Our creative content focused on being approachable and relatable, using subtle humor and wholesome tones to break down the complexity of data sharing. We wanted to engage our audience authentically, but we quickly recognized the importance of localizing our message. We translated every piece of communication into French, German, and Dutch, ensuring we were speaking directly to our audience in their own languages.

To reach our target audience, we tested two key distribution methods: display ads and LinkedIn. Initial performance for the first wave of content was underwhelming, as the translation process proved challenging, particularly with humor. However, our LinkedIn campaign began gaining traction, revealing that government leaders were just as active on the platform as those in the private sector.

By the time we launched the second wave of content, including our flagship report “Connecting the Dots,” we saw significant success. Our click-through rate (CTR) was nearly double the industry average, and the report garnered media attention across Europe. Soon, the conversation about data sharing in government was thriving, with Capgemini positioned at the heart of it.

To engage our audience, we ignited a conversation on data through a multi-faceted approach, leveraging both traditional and digital channels, as well as our team’s relationships within the public sector.

We started by securing 26 unique pieces of media coverage across EMEA, France, Germany, India, Italy, the Netherlands, North America, Norway, Spain, Sweden, and the UK. By tapping into tier-1 journalist contacts, we were able to elevate the visibility of our message and reach key stakeholders across a wide geographic area.

Our LinkedIn strategy played a crucial role in audience engagement. We ran a dual approach of organic and paid campaigns, ensuring we reached a broad audience while also engaging them more personally through organic posts shared by our people. This allowed us to connect directly with government leaders, raising awareness and sparking meaningful conversations about data sharing and its potential in the public sector.

Our internal teams were equally instrumental. They integrated the research and key findings from our report into their client conversations, further reinforcing Capgemini’s expertise and building credibility with current and potential clients.

Additionally, we used high-profile partner events to extend our reach. One such event was the AWS Public Sector Symposium in Brussels, where our research and insights were highlighted to an engaged audience of public sector leaders.

This provided us with a powerful platform to discuss the opportunities and challenges of data sharing and position Capgemini as a strategic partner in the digital transformation of the public sector.

Through these efforts—media coverage, LinkedIn engagement, client conversations, and event participation—we successfully created a platform for ongoing dialogue about Collaborative Data Ecosystems and data sharing, cementing Capgemini’s role as a thought leader in this critical space.