TE’s customers are engineers who spend 80% of their time searching the internet for key parts to build their technologies. They wade through technical marketing materials, compare facts and figures from competing brands, and ultimately become lost in the sea of sameness. By leveraging culturally relevant entertainment in a natural way that conveys TE’s brand purpose, with relevant content that’s valued by the brand’s customer base, DWA, a Merkle Company and TE could reach the next generation of engineers.
TE found the opportunity they were looking for in the 2019 release of James Cameron’s film, Alita: Battle Angel. The premise of the film revolved around a futuristic earth with the introduction line, “the force behind this world is stronger than magic: it’s engineering.”
The resulting campaign, The Science Behind Science Fiction, would continually feed a growing audience fresh content over time, with global events, social media discussions, tech-talks, and e-mail content all rewarded engagement. A nurturing approach ensured retainment of new followers, an increase in brand trust, and provided value to TE’s engineering customers for long-term brand loyalty.