TE Connectivity is a global industrial technology leader engineering sensor and connector technology, working side by side with engineers around the globe to create a safer, sustainable, productive, and connected future. Our campaign tagline is 'Every Connection Counts' because we believe technology isn't just about electrical connections, but the human connections it enables. This is why we were excited to tell the story of TE engineer Peter and his son Shaun, a young boy with cerebral palsy, and a re-engineered wheelchair for offroad adventures. Our objective was to elevate the human story highlighting passionate engineers, and how the technology they created is a force for good creating a positive impact on humanity.
Objectives included:
Increase brand awareness of TE Connectivity by creating compelling social media creative that amplifies technology's impact on humanity.
Deliver compelling social storytelling that capitalizes on people, emotions, and the ability for tech to move the world forward.
Move social audiences to engage with and watch the story of Determina-shaun and be inspired by positivity.
Drive awareness & differentiation as an industrial technology leader who enables our engineers to make a difference both inside and outside of the workplace.
Story Summary: Meet Shaun - a determined 7-year-old boy living with cerebral palsy whose world is expanding thanks to love, creativity, and innovation. To TE electrical engineer Peter, ‘engineering hope’ means expanding his son’s mobility with technology. See how together they are changing the world, one connection at a time.
Our hypothesis: a social-first campaign tailored with compelling, socially-optimized messaging and creative can grow brand awareness and differentiation without a heavy focus on product or conversion-heavy metrics.
The Determina-Shaun (a play on the word 'determination') campaign launch was aligned with Cerebral Palsy Awareness Month in March to level-up to a larger, global initiative to bring sensitivity and awareness to this disease that affects 1 in 323 children. By accompanying the content with the hashtag #CPAwareness, we were able to tie our content into a timely, cultural conversation to garner greater visibility and engagement. Utilizing the brand hashtag #EveryConnectionCounts integrated the content into TE's recent brand platform relaunch, and brings to life the concept of 'Every Connection Counts' through an authentic story. The creative was heavily focused on emotional storytelling to entirely focus viewers’ attention on Shaun’s story, making Shaun the hero and giving TE a backseat role in the story. Addditionally, the videos and assets were localized for our global regions in Japan and China. The campaign was received extremely well across our global regions, outperfoming our campaign benchmarks, reinforcing that a message of tech for the goodness of humanity is one that resonates across cultures. Paid and organic social KPIs were optimized to video views and engagement rather than our traditional B2B paid KPIs of clicks and traffic to the website to incentivize our audience to absorb and engage with the content.
The Determina-Shaun global campaign may have been cut short due to COVID (running just 3 weeks) but the initial results and metrics are exciting and reflect that our audience is receptive to socially-optimized campaigns. This campaign enabled us to reach expanded engineer and customer audiences, energized employees, and brought to life our purpose around creating a safer, sustainable, productive, and more connected future. These creative assets will live on past this campaign, being utilized by brand, HR & talent acquisition, and internal comms teams for years to come.
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