We built our strategy with a sharp focus on the audience, ensuring that every step was tailored to the unique needs and behaviors of C-Level executives. We began by identifying our core Ideal Customer Profile (ICP) cohort—CEOs, CIOs, CISOs, CTOs, COOs, CFOs, CMOs, CROs, and CCOs—across key global markets; including the USA, Canada, UK, Germany, France, Netherlands, Australia, Italy, and India. Large Enterprises over 500 employees only. Unsurprisingly this was calculated as a niche group of 350,000 individuals, however this audience is incredibly influential.

To deeply understand these executives, we analyzed their digital and media consumption habits. We discovered that they are increasingly global in both their geography and mindset, navigating complex macroeconomic challenges. This insight provided a powerful opportunity to craft a highly targeted, global C-Level program that resonated with their professional and personal interests.

Our approach was entirely audience-first, placing the executives’ needs and behaviors at the center of the strategy. We focused on delivering content and experiences that aligned with their leadership roles, challenges, and aspirations. This included crafting engaging, high-impact formats that cut through the daily noise of their busy schedules.

With a clear understanding of how to reach them, we optimized our budget for maximum impact. The goal was to engage at least 80% of our ICP consistently over the year, with a frequency of 9+ high-impact ad exposures per month. Given the high cost of reaching C-Level executives, we invested in formats that were not only informative but also inspirational, ensuring that our messaging was memorable and impactful.

By embracing a global, data-driven approach that placed the audience first, we achieved significant efficiencies, positioning HPE as a leader and a trusted partner to C-Level executives navigating the future of technology.

HPE is a leader in its field, committed to working with customers, potential clients, and partners to ”Unlock Ambition” for the future. Their forward-thinking approach recognizes that today’s C-level executives don’t separate their work and personal lives—they live in a blended, fast paced reality. With this in mind, HPE crafted content for its program that resonated deeply with both the logical and emotional drivers of these senior leaders. Whether addressing business challenges or personal passions, the content was designed to create a seamless, unified brand experience across all channels and tactics.

A key focus of the campaign was creating ”hero content” that stood out from the competition, particularly in the areas of business, technology, and sports. One standout initiative was the “F1 in 10 Years” series, which explored critical topics like sustainability, environmental challenges, track and car design, and diversity—all aligned with the interests of the C-Suite. By tapping into its partnership with the Mercedes F1 team, HPE showcased how its cutting-edge data solutions are powering the future of sports, delivering a fresh narrative that positioned them as an industry leader in technology.

Another innovative project, “AI vs The Mind,” further demonstrated HPE’s role at the forefront of AI advancements, captivating our audience by blending groundbreaking technology with real-world applications. These content initiatives were not only engaging but underscored HPE’s role as a thought leader in their industry, tying their technological innovations to the future ambitions of their clients.

HPE also recognized that networking and exclusive experiences are highly valued by C-level executives. To meet this need, they curated tailored event experiences aligned to programs such as the CIO Network and Tech Live, aimed at fostering connections between executives. The highlight was bringing The Wall Street Journal’s “Journal House” experience to HPE Discover, giving decision-makers exclusive access to both the HPE product line and sales experience—an invaluable opportunity to reach this senior, time-pressed audience and discuss deeper topics face-to-face.

The campaign itself also generated a wealth of content. Custom pieces, event presentations, and interviews created new assets for internal campaigns, social media, and HPE’s owned channels, significantly amplifying the impact and efficiency of the program across various platforms.

Our choice of publishing partners for the campaign was pivotal in ensuring we reached and engaged our target audience effectively. After thorough evaluation of 22 global brands leveraging ComScore, Google and Publisher data, we strategically selected four key partners that would not only maximize our reach but also provide the right environments for HPE’s ambitious messaging. The publishers chosen were all part of the World Media Group — BBC, Forbes, The Wall Street Journal, and Business Insider. Data analysis showed that their platforms had a combined reach of up to 85% of our target audience globally, while delivering a high-quality, cohesive brand experience.

The true brilliance of this campaign lay in the synergy between these platforms. Each publisher brought distinct strengths that contributed to a unified customer journey.

The BBC is renowned for its journalistic integrity and global reach, particularly in broadcast and sports. We leveraged HPE’s partnerships with Mercedes F1 and Tottenham Hotspur to tell powerful technology stories that resonated across both business and lifestyle contexts.

Forbes, a leader in covering wealth, industry trends, and innovation, was ideal for connecting with C-Level executives focused on networking and peer insights. Through a custom content series and media program, we positioned HPE as a key player in these conversations. This partnership provided the perfect platform for HPE’s CEO, Antonio Neri, to engage directly with this program via interviews and thought leadership, elevating both external awareness and internal HPE support for the program.

The Wall Street Journal, with its unmatched authority in business and financial reporting, also brought gravitas. We leaned on the WSJ’s targeted events, such as its prestigious CIO Network and Journal House gatherings, to engage executives in meaningful conversations. Analysis-driven articles and editorials reinforced HPE’s thought leadership in AI and hybrid cloud technologies.

Business Insider expanded our reach to a younger, digitally savvy C-Level audience, increasing our reach across Europe. Business Insider helped us deliver dynamic, fast-paced stories around Hybrid Cloud, AI, and sports, capturing attention through more easily consumable formats.

We ran a comprehensive 360-degree media campaign across all platforms. This included podcasts, interactive video, BBC TV, editorial articles, high-impact digital ads, and social media. By segmenting messaging based on the buyer journey and targeting with precision, we ensured HPE’s core capabilities were consistently reinforced, achieving strong unaided awareness and driving education around AI and Hybrid Cloud through stories that resonate.