To further its Smarter Planet initiative, IBM needed to communicate effectively with smart community decision makers in the UK in a way that distinguished itself from other technology websites.
Specifically, IBM wanted to stimulate debate about how technology was being used to improve key areas like buildings, energy, water, cities and transport.
Net Communities came up with the media first concept of Smarter Trends, a carefully curated and visually stunning website featuring only trending content around the key issues identified by IBM – in other words, a one-stop shop of news for its target audience.
Another key facet of our solution was a robust social media strategy: the Net Communities team drove the Smarter Trends brand across multiple channels, including Twitter and Facebook, implementing interactive features like Twitter Q&As.
Originally designed as a three month project, Smarter Trends’ immense success has cemented its place at the heart of IBM’s marketing activities.