Case Study

NTT Video Series

Launching a Global Brand — We helped one of the world's largest data center companies speak with one voice.

The client

NTT Global Data Centers runs a massive amount of the world's internet bandwidth today. Virtually everything digital that you experience runs through these giant warehouses of speed, security and bandwidth. They really are critical to keeping every day life running smoothly and safely.

In this video series, NTT sought to educate the world on the role data centers play in our lives and the impact they have on society... all while attracting the large players that rely on them to host their infrastructure.

Below are the first series to launch with more planned across the world.

Local know-how on a global scale

Leaning into what made each brand unique while tying them together with the global reach of NTT made the new Global Data Centers brand unique in and of itself. Working for other technology clients generally, and data centers specifically, provided with insight into what would potentially resonate. Global interconnection combined with highly specific local or regional insight was something that only NTT could offer, and it was our guide for every channel, tactic, touchpoint and message.

Turning strategy into performance

With a position and messaging framework as a compass, we began to map out tactics, content recommendations, ad plans and more. But while the position and subsequent tactics were how we communicated NTT's value, maximum performance was always the goal, and it was at the heart of every decision. 

For example, we felt the global scale-meets-local service position was ideal to drive performance down the line because it spoke to something that was missing from the market. The performance mind-set drove everything from creative to content delivery to the touchpoints and channels we recommended. Much like NTT Global Data Centers itself, each individual part served to support the whole. And we helped NTT weave them together to make a brand built to perform.

The results

Consolidated and launched the global brand in less than four months

We helped NTT beat their cost-per-lead goal by almost 25%

Nearly two-thirds of all target accounts engaged with campaign content

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