The Challenge

Kyndryl aimed to find impactful strategies to connect with senior business leaders and high-level tech executives in search of sophisticated IT solutions. The company needed to develop brand language guidelines suitable for the technical and business audience in the region and create social media content rich with niche industry insights.

Our Solution: Robust IT Marketing Toolbox from Expert Client Workshops

To gain a thorough understanding of the client business needs, competitive advantage, and brand positioning, we conducted workshops with stakeholders from diverse strategic roles within the company. These sessions facilitated an in-depth exploration of business dynamics and the value proposition, helping us conduct audience segmentation, competitor analysis, and SWOT. Workshops with the Kyndryl team ensured our content was consistent and relevant to the business and technical audience in Poland.

Our goal was to provide an authentic, accessible look into the real-life benefits and practical applications of Kyndryl solutions. To achieve this, we took the following steps when executing the project.

Localising Brand Communication

We enhanced the client’s thought leadership efforts by localising their brand identity, language, and communication guidelines to reach audiences across various stages of cooperation:

• Top of the funnel - achieving brand awareness
• Middle of the funnel - establishing brand reputation
• Bottom of the funnel - influencing decision making

Asset Planning and Delivery

Over the course of two years, we provided Kyndryl with topical content blocks and assets, including awareness videos, articles, interviews, case studies, infographics, brochures, as well as organic and social media posts in Polish. 

Coordinating the project with Kyndryl global publishing team, we also delivered detailed media briefs to ensure maximum reach among selected industry accounts.

Brand Launch Video

Adding a ‘personal touch’ to the strategy, we engaged Kyndryl employees in a snappy brand launch video to introduce the company to the Polish market.

Kyndryl Unplugged: Showcasing Customer Transformation Journeys

Next was a video series where the general manager interviewed the B2B customers of Kyndryl Poland. These videos showcased their success stories, targeting potential clients interested in AI and cloud cybersecurity solutions.

Asset Performance Evaluation

We continuously analysed the performance and reach of all topical blocks and assets, optimising the strategy along the way.   

Expanding the Scope

The success of our marketing strategy evolved into regional social media awareness campaigns for Kyndryl. We were responsible for engaging market, sales, and cybersecurity leaders from Central and Eastern Europe with organic social media content. 

‍The Result

A comprehensive B2B content strategy and social media campaigns allowed Kyndryl to target clients at all stages of the customer journey, establishing the brand as a thought leader in the region. Clipatize remains the marketing vendor of Kyndryl.

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