Brief

To support increased brand awareness and engagement across their key operating markets, Efficio wanted a thought leadership-led marketing and communications campaign that facilitated new client conversations and showcased Efficio as a leading, authoritative voice in Procurement.

Strategy & Execution

H/Advisors Cicero developed a campaign alongside Efficio on the theme of operationalising sustainability in the supply chain. The campaign scope was focused on Efficio’s core markets by geography and sector.

Key research themes included: enterprise-wide challenges facing corporates; the role and perceptions of procurement; ESG within the supply chain; and metrics and measurement.

We conducted a series of in-depth interviews with Efficio clients and contacts to explore these issues alongside a survey of 500 Procurement Professionals and 500 Business leaders across 11 key geographies.

The findings were then incorporated into a flagship report and marketing materials that were distributed at an engaging client launch event, to the media and through a sustained social media campaign. H/Advisors Cicero also supported with the creation of all digital assets and inputs needed for the online content hub to support the campaign.

Result

The campaign launched in Q4 2022 and provided the basis for brand-building and new business activity. Efficio activated the content by setting targets for their consultants to undertake direct outreach to clients and set up meetings to discuss the findings.

The campaign also raised the profile of key spokespeople across Efficio who became the figureheads of the thought-leadership.

Hero content was also translated and distributed across key international hubs for Efficio.