Capgemini Case Study
The New Digital Enterprise Transformation
If the term “Sunday morning cartoons” means anything to you, you too might know what it’s like to have witnessed basically the entire evolution of technology as we know it. Or, so it may seem. But, let’s face it; you were excited if you got an “A” in word processing. You had a front-row seat as the world embraced vital technologies of the time, changing market dynamics as society knew them. After high school, you attempted to decide where to direct your academic or professional life. You faced a job market shifting before your eyes and beyond your wildest dreams.
Fast forward your VHS a few decades, now pause the stream on, most likely, your laptop, cell phone, or tablet. Embrace the present moment. It's time to decide how the new digital enterprise can utilize adaptive solutions and harness technology to drive results for your business. Capgemini's goal to position itself as a leader in human resources consulting has gained significant traction after the success of its rebranding efforts.
Focus on storytelling-driven content has resonated with their audience in a more identifiable, memorable, and personable way. Creating a community channel soon inspired dialog among their audience, shaping an interactive platform that serves as a living, breathing hub for real-time communication. Playing to their goal of creating engagement among their audience to improve customer experience also aided in a healthier, more cost-efficient way to do so while leveraging SEO to their advantage.
Their pivot toward customer engagement has allowed Capgemini to turn a weakness into an opportunity, providing a seamless transition to storytelling on their website and social media. Auditing and republishing their content using bright graphics with simple, easy-to-read headlines has improved the quality. It’s inspired, informative, and educational and has empowered nearly 1 million new viewers. Hopefully, that includes you.
With the additional focus on social media came 100,000 new LinkedIn followers and 1.8 million shares across LinkedIn and Facebook. “Not bad for a dad,” father would say. Their research and restrategizing aimed to increase brand awareness and customer engagement and gain insight into their target audience. It lets you better understand your needs and goals and improve content's personalization and customization. This strategy could be further enhanced by implementing a loyalty program that rewards clients who retain and review multiple services and those of their partners. Big business, small business. Seriously, who doesn’t appreciate rewards?!
Capgemini understands that their customers, yes, you, your peers, parents, and children, will bolster the ability to respond quickly and intuitively to the changing market dynamics. By improving performance, your business objectives will help you realize your desired future, implementing diligent, fluent, and automated operations. Suppose you’re this far into the article, dear reader. You’re probably interested in technology solutions as digital transformation success factors mature or are drawn to improving your cloud, digital, or many platforms. People make that happen, an alliance of experts who develop adaptive solutions and apply them to technology, ensuring agility and prosperity for your business.
Their partnership with top technology brands includes delivering customized experiences to customers. They provide cloud computing web services, customer relationship management software, financial and human capital management, recruiting software, cloud payroll, benefits, human relations software as a service, open-source software products, and much more. A collaboration strategy sets them apart from the competition and helps them respond rapidly to the changing requirements of a dynamic world. Implementing a content strategy over the previous year that was more relevant, consistent, and engaging has allowed them to provide you, their target audience, a better chance at understanding their brand, how they’re making a difference, and why they exist to help you fit the requirements of your unique challenges.
It is admirable for Capgemini to hurdle the roadblock that lay before them in only a year. They’ve improved their overall performance by spring-cleaning their enterprise from top to bottom, inside and out, front page to back page. Indeed the nearly $1 million in sales the first year and $5 million the next has fueled their flame to forge closer, more effective relationships that represent their human-centered approach to technology. Hopefully, they’ve opened the windows to let the sunshine in and enjoy a cup of coffee on the sofa before returning to work. Or maybe, just watching cartoons.
Scope
An evaluation to understand and engage with the target audience at a lower budget than digital advertising by outlining a content marketing strategy focused on a storytelling website with two social media channels.
Casper Case Study
Casper’s Marketing Strategy Doesn't Sleep
That first glimpse through barely lifted eyelids can be beautiful and daunting, like navigating through manifesting, creating, and marketing your business online. But, regardless of the size or niche of the biz, establishing a presence, getting found, and managing it never sleeps. Luckily, thanks to Casper, you can.
The five guys who founded Casper created an appealing concept for consumers by relieving mattress buyers' burdens. Their online retail space allows customers to order their bed-in-a-box easily, troubleshooting price comparison, mattress type, size, testing, delivery, and unwanted salesperson. This business-to-consumer model simplifies the path toward researching, purchasing, and scheduling a delivery. It also creates a platform to generate a community around sleep, furnishing original published research that answers the audience's questions.
Positioning themselves in the forefront of Google search ads builds them quality visibility, makes them easily discoverable, and provides validation of legitimacy. Generating compelling blog articles containing relevant, detailed, well-researched keywords and phrases has lit the path for Casper to reinvent the buying experience for their target audience; those who want and need better sleep. In addition, playing into the unboxing trend, they’ve set themselves apart from their competition by showcasing the ease and understanding of what to expect when purchasing their product and creating a memorable experience that’s informative, fun, and experiential. In turn, it encourages user-generated content and its front-end offers from organic traffic, which helps defer the expense of paid ads.
Although those above are all highly qualified strategies to replicate, the one that barks the loudest is their “puppy-dog close.” Offering their successful 100-day free trial throughout the buyers' journey relieves those hesitant to purchase a product of that price range without the human-centered experience of a personal touch or witnessing it within their environment.
One of the few weaknesses to highlight is the lack of software integration allowing consumers to virtually view the product in their homes, given the selected dimensions. An improvement that would correlate with consumer behaviors, driving demand for their products and helping achieve business goals like increasing audience awareness and annual revenue. Although their competition could benefit from offering free shipping, Casper pivots a weakness into an opportunity by granting any unsatisfied customer a full refund and engages in community giveback by allowing them to have it removed to a charitable donation or recycled. Sustainability sells.
Nurturing consumers and leading them seamlessly down the sales funnel by implementing targeted feedback techniques, personalized marketing and remarketing campaigns, and outreach across multiple channels will enable growth, scalability, and satisfaction of consumers' goals. Win-win. Now that’s a recipe for a good night's sleep.