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How Dentsu Creative and Open Connect achieved 44% more leads for BT using a full-funnel campaign
Open Connect and Dentsu Creative drove 44% more leads for BT with LinkedIn full-funnel campaign
Open Connect and Dentsu Creative drove 44% more leads for BT with LinkedIn full-funnel campaign
For BT, standing out in a crowded cybersecurity market required both scale and credibility. In partnership with Open Connect and Dentsu Creative, BT launched a full‑funnel campaign using video and event ads to engage prospects at every stage of the buyer journey.
The Results
By activating a LinkedIn‑centric, full‑funnel campaign with Open Connect and Dentsu Creative, BT strengthened its position as a cybersecurity leader and accelerated demand from UK small-medium businesses. Strategic use of video, Thought Leader Ads, Event Ads, and Message Ads drove engagement at every stage of the buyer journey and delivered measurable impact.
Key results:
- 2M+ LinkedIn members reached
- 8x higher CTR
- 44% more lead‑gen forms
A video and creator‑led approach enabled BT to build awareness at scale, engage high‑intent audiences, and convert interest into qualified leads — maximizing media investment and driving stronger full‑funnel performance.
The campaign leveraged advanced bidding, native optimization and measurement solutions and a brand lift study to continuously improve performance and report on full‑funnel impact.
"By adopting a full-funnel, LinkedIn-centric media plan, we were able to fully maximize our investment on a platform that’s highly relevant to our audience. We tested a range of new and innovative placements for BT, and the results were outstanding. Brand perceptions saw a significant uplift of +8%, and our Thought Leader Ads outperformed expectations, exceeding engagement benchmarks by an incredible +576%.”
The Challenge
BT operates in a crowded cybersecurity market and needed to clearly differentiate its broad portfolio of security services while building relevance with small and medium‑sized enterprises in the UK.
Despite its long‑standing reputation as a trusted telecom provider, BT faced the challenge of driving awareness of its cybersecurity solutions and generating demand from new customers. To succeed, BT needed to communicate complex security concepts in a clear, engaging way and position itself as a credible cybersecurity leader.
The Challenge
BT operates in a crowded cybersecurity market and needed to clearly differentiate its broad portfolio of security services while building relevance with small and medium‑sized enterprises in the UK.
Despite its long‑standing reputation as a trusted telecom provider, BT faced the challenge of driving awareness of its cybersecurity solutions and generating demand from new customers. To succeed, BT needed to communicate complex security concepts in a clear, engaging way and position itself as a credible cybersecurity leader.
The Solution
To overcome these challenges, BT partnered with Open Connect and Dentsu Creative to execute a full‑funnel B2B campaign using a diverse range of innovative formats:
- Video Ads simplified complex cybersecurity topics, driving above‑average view rates and stronger lead form completion.
- Event Ads promoted a LinkedIn Live with industry experts to build thought leadership and engagement.
- Thought Leader Ads targeted high‑intent audiences and significantly outperformed engagement benchmarks.
- Message Ads delivered personalised outreach, lifting CTRs — especially when paired with Thought Leader Ads.
- Micro‑influencers amplified BT’s cyber agility narrative, expanding reach and adding credibility with professional audiences.
“Influencers were pivotal in activating BT’s Cyber Agility campaign. Using attention science, we segmented talent and curated a mix of creators to engage both cyber specialists and wider business audiences with relevant, human-led content. By designing the programme for LinkedIn, we united paid, earned, and owned strategies to maximize new formats and deliver impact at scale.”
Company Information
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Industry
Cybersecurity
Market
UK
Campaign objectives
awareness, video views, engagement, lead generation
Industry
Cybersecurity
Market
UK
Campaign objectives
awareness, video views, engagement, lead generation
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