Amplifying the leading voice in new business technology


Campaigns Content Strategy UK

Vodafone Group, the British multinational telecommunications conglomerate, wanted to strongly position itself as a thought-leader and the go-to enterprise partner for Software Defined Networking (SDN).

To help Vodafone capture early adopters and position them as an SDN leader, we developed an awareness campaign that included a manifesto, vision guide and blog posts – all based on executive interviews we conducted – and produced a video and podcast series using content from a live panel discussion which we organised. All of these assets were then used in a media campaign to encourage sign-ups to the SDN Innovation Workshop.


37% of annual target for Innovation workshops achieved in 8 weeks

20% of annual target for insight pack registrations achieved in 8 weeks


A broad lack of understanding about SDN created an opportunity for education, guidance, and thought leadership that changes the perception of Vodafone as only being a mobile network provider.


By leveraging the knowledge and expertise of their executive leadership team we could educate business customers about SDN and demonstrate that Vodafone is the right partner.


The executive team interviews and panel discussion were an entirely new approach to thought leadership programmes for Vodafone UK’s Propositions Team.


  • Innovation workshops scheduled – 37% of annual target achieved in 8 weeks
  • Sign-ups to the gated Future of Networks insight pack – 20% of annual target achieved in 8 weeks
  • Lowest cost per lead – Paid media campaign has achieved the lowest cost per lead (CPL) ever for Vodafone
  • Most visited page – SDN page on the Digital Sales Hub is already the most visited page across the whole portal

Our SDN Campaign has been an overwhelming success since we launched two months ago. Our customer content and sales enablement has been declared as Best in Class across our other OpCos.

Nicola Baker
Business Propositions Manager - SDN