What they were up against.
CSG is a global technology company that helps clients launch and monetize digital entertainment services. They help top-100 global communications providers including AT&T, Charter Communications, Comcast, DISH, ESPN and Verizon adapt to a more connected future. They have a reputation for excellence and innovation, but new market dynamics, fresh competition and price pressures were forcing their clients to rethink their business models. CSG needed to convince their clients they could anticipate and adapt to keep them competitive.
What we did to help.
Research showed a lack of global brand awareness and neutral brand perception. CSG wasn’t in the consideration set of new customer targets, and their history as a legacy billing provider created a misconception about their capabilities. We undertook a transformative brand initiative, including a refreshed identity, that reinforced a commitment to their core values. The brand got a new look and language while CSG’s advertising, sales tools, templates and website all got foundational makeovers.
Work we did:
- Brand Strategy
- Image System
- Experiential/Environmental
- Creative
- Digital Engagement
Video
Video
Video
What happened next.
CSG International is a brand with new energy, momentum and attitude. Specific results include:
- Editorial pieces and full-page ads in Forbes and Inc. reached 22.2MM readers with 44.4MM impressions
- Custom digital content for Mashable, Fast Company and Venture Beat:
- 167,217 total paid impressions and 33,747 reads
- Monthly unique LinkedIn sponsored content campaigns resulted in 429,492 impressions
- Programmatic banners: 10,272,498 impressions, with a 0.16% CTR (compared with industry benchmark of 0.06%)
- Geotargeted campaigns for Mobile World Congress reached 786,375 impressions with a CTR of 0.38%