Concepts, content and integrated campaings

Concepts, content &
integrated campaings

What makes a concept or piece of content stand out? It's still a sound insight that establishes an authentic connection with the audience and provides a clear takeaway, advancing them along the marketing funnel and/or increasing loyalty to the brand. The 'magic' happens with well-defined processes, collaboration and continuous feedback, that foster (human) creativity.

Translating insights into well-orchestrated campaigns has been a central part of my roles, starting with my early professional years in telecoms and continuing through my work with complex B2B customer systems.

Tried, trusted, good sense

Tried, trusted,
good sense

Alongside lead generation, the objective of any content strategy is community creation around the brand's core idea.
Personas are essential for mapping content, formats, and touchpoints to the different stages of the audience journey; also consider groups that can drive change at industry level.
Insights often emerge from a sequence of 'Why' questions, a moment of the customer's journey, or their day-to-day life.
Partnerships and thought leadership allow the brand to tap into a broader story, maximising the potential of earned and shared media.
Maximise the value of the content by taking a modular approach during creation and through repurposing: to spark and sustain conversations, good ideas and cases should be repeated, reframed for new audiences, and reshared.
Storytelling taps into the audience values and identity, helping to initiate change and make it stick; more on sustainability communications.

In practice

Always on, strategically (Danfoss)

The task: develop a content strategy for the Corporate Branding & Communications department.

The process began with the audience prioritisation and persona development; content needs and preferences were mapped across the exploration and project‑initiation phases of their journeys; themes and formats were prioritised; the content hub was developed, along with the processes for content creation, activation, collaboration and performance optimisation.

Hero Stories (Danfoss)

The opportunity: transform a case study into a hero story to showcase the innovative application of Danfoss solutions in the Urban Rigger project (floating student housing made from upcycled containers), while leveraging the partnerships with the world-renowned architecture firm BIG and the Danish Architecture Center (DAC).

The asset package included a wide range of formats from modular videos to infographics that were used to engage a broader audience (e.g., influencers, prospective employees). The case served as a blueprint for developing a collection of hero stories.

Smart Store – Positioning campaign (Danfoss)

The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions and services for optimising energy use and reducing food loss.

The initiative comprised two streams: one targeting C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and customised calculations (editions of HBR, landing pages, e‑mails, and LinkedIn); the other addressing a broader, industry‑relevant audience through a content plan spread over several months.

The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions and services for optimising energy use and reducing food loss.