As a wholly owned subsidiary of Infosys, EdgeVerve Systems was transforming global corporations across financial services, insurance, retail and CPG, life sciences, manufacturing, and telecom industries with its avant-garde software products. While offering cloud hosted business platforms, there was something amiss in its communication strategy - in EdgeVerve's own perception across social platforms and potential talent.
Despite being cutting-edge, its voice was lost amidst social noise, thanks to infrequent interactions and low-quality engagement. Being associated with Infosys meant, it wasn't being recognised for the young and vibrant enterprise it was. To counter and align its macro perception to its identity, One MG took a deep dive into the positioning of its communication strategy.
In an organisation spearheaded by novelty and agility in processes and ideas, who better than the voices (and faces) behind EdgeVerve to revive their social presence? Through social listening and a deep brand image analysis, we revised and formulated a communication strategy that would offer its social voice the edge its technological services already did.
Capitalising on its innate thought leadership, One MG prospected that a young, yet mature, brand like EdgeVerve would be led by the thought leaders and visionaries already being nurtured within the organisation. Thus set in motion was Social Champions - an employee-led content generation program that leveraged the expertise of professionals across departments - even the management. Besides rejuvenating its style and tone of voice, this fresh perspective was employed to attract younger and brighter talent as a part of EdgeVerve’s recruitment drive.
This massive content creation drive culminated in building a repository of 200+ blog posts, several podcasts while experiencing with scroll-stopping formats like case stories, infographics, motion graphics. With an outreach that included industry influencers, our thought leadership driven content strategy drove high-volume conversations and conversions across LinkedIn & Twitter.
We managed to help EdgeVerve discover amplified reach with astute content creation and influencer marketing strategy while achieving these milestones with organic traffic alone:
