What they were up against.
CSG helps clients launch and monetize digital communications and entertainment services. With 35 years of expertise in voice, video, data and content services, it provides revenue management and customer interaction solutions to the top 100 global communications providers, including AT&T, Charter Communications, Comcast, DISH, ESPN and Verizon. Emerging competition, price pressure and new voice, data and content delivery models had forced CSG to rethink its business. As a challenger brand, CSG needed to refine its position to leverage what it did well: make the complex simpler and smarter. CSG’s mindset is one of “customer obsession”–to conquer every challenge and be all in to help customers achieve their goals and win in the marketplace.
What we did to help.
We undertook a transformative brand initiative. This included a refreshed identity, a reimagined look and a redoubled commitment to CSG’s values reflecting the company’s culture and advanced offerings. The new brand initiative was built from the inside out beginning with a new company website, online sales tools, digital templates, online ads and social media content.
What happened next.
- Custom digital content for Mashable, Fast Company and VentureBeat: 167,217 total paid impressions and 33,747 reads
- Monthly unique LinkedIn Sponsored Content campaigns with 429,492 impressions
- Programmatic banners: 10,272,498 impressions with a 0.16% CTR (compared with industry benchmark of 0.06%)
- Two geotargeted campaigns for Mobile World Congress: 786,375 impressions with CTR of 0.38%