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How Crayon Took A Campaign Global with Brightvision's Media Strategy 

 

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Crayon is a global IT consultancy helping organizations innovate and cut IT costs through cloud, software asset management, and AI. With more than 4,000 employees and headquarters in Oslo, Norway, Crayon supports customers across the world with smart, modern tech solutions.


 

Project  Global brand campaign 

Year 2024  |   Industry IT consultancy

Service area  
Performance Marketing, Content Creation

Dedicated team  Strategic Project Manager, Paid Media Specialist, Copywriter, Designer 

 

The Challenge

Crayon had a new global brand message to share: Always on the customer's side.

They were ready to launch a large-scale awareness campaign to promote it – across 16 countries, five continents, and thousands of decision-markets in IT and business roles.

The messaging was in place. So were the landing pages and creative assets. What Crayon needed was a strategic media partner who could deliver reach, precision, and results.

They turned to Brightvision.

The Solution

Having worked together before, Crayon trusted Brightvision to take the lead on digital advertising. Our mission: build and execute a paid media strategy that would land Crayon’s new positioning in 16 very different markets.

We began with a deep dive into Crayon’s campaign plans. The global marketing team shared everything from audience definitions to creative assets and KPIs. With that foundation, we designed tailored media strategies for each country. Because one-size-fits-all wouldn’t cut it across 16 diverse markets.

Each plan included localized LinkedIn and Google targeting, custom content promotion strategies, and smart budget allocations. In total, we built 32 distinct audience segments—two per market—ensuring precision across the board.

Once the strategy was set, we rolled out the campaign in close sync with Crayon’s organic promotion efforts. Throughout the six-month campaign, Brightvision managed weekly optimizations, produced fresh ad variants as needed, and kept both global and local teams aligned, informed and engaged with weekly meetings and a live performance dashboard.

It was fast-paced, collaborative, and outcome-driven. Just the way we like it.

 

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The Results 

Crayon's campaign reached farther, clicked faster, and made a lasting impression. Over the course of six months, the team saw some incredible results.

And it wasn't just clicks. A LinkedIn brand lift study conducted after the campaign showed a measurable increase in brand favorability among the campaign audience, compared to before the campaign. Crayon's new message resonated.

27000000
27 million impressions across platforms, with over 1.2 million decision-makers reached on LinkedIn alone.
468300
468,300 clicks from Google Ads and 12,773 clicks from LinkedIn – quality website visits from the right audience.
2
.28%
A 2.28% CTR on Google Ads, outperforming the industry benchmark of 1–2%.
16
%
A remarkable 16% engagement rate on Google Ads.
218
%
A 218% lift in CTR thanks to continuous testing and optimization.
129
%
129% achievement of campaign goals, signaling strong performance on the KPIs that mattered most.

"Brightvision wasn't just a media partner – they were a strategic extension of our global marketing team. Their ability to quickly align with our goals, navigate complex regional nuances, and optimize in real time was instrumental to the success of our campaign".

— Senior Marketing Director, Crayon Group. 

Why It Worked

This wasn't a lucky break. It was the result of smart strategy, experience, and true collaboration.

First, we understood how to localize, not just translate. Every market had its own mix of targeting, bidding strategies, and promotion plan.

Second, we treated the campaign like a living system. We tested, tweaked, and improved constantly, using both creative and technical levers.

Third, we acted as an extension of Crayon's team. With open communication, shared dashboards, and weekly check-ins, everything ran smoothly from start to finish.

 

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What's next? 

This campaign was just the beginning. Brightvision and Crayon are already collaborating on the next phase for 2025, with new creative, a tighter focus on conversions, and even deeper integration of the brand message into Crayon's service offerings.

Interested in achieving similar results?
Meet our growth experts.

If you're a B2B tech brand ready to go global or launch a new positioning, Brightvision can help. We specialize in digital advertising for SaaS and IT companies, and we love a challenge.  

Book a meeting or send us a message below.


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