Published by Sue Johns-Chapman
Published Date 24.04.2025 
Making Connections
Launching a new B2B security brand presents a unique set of challenges. How will you reach your target audience? How can you create awareness, interest and demand for your technology? Where can you differentiate yourself from the competition, communicate your value proposition, and have a lasting impact?
Our 12-month campaign with i-PRO is a great example of why LinkedIn should factor into your strategy.
Who are we?
SAY Communications is a b2b PR & Marketing Agency that specialises in taking a data-driven and integrated approach to communications. Adept at developing brand identities, SAY crafts insightful content that engages target audiences and accomplishes strategic goals.
i-PRO is an innovator in cyber secure edge-computing hardware, built on 60+ years of Panasonic heritage and Japanese quality and reliability. They are pioneers not only in their own field of AI technology, but also when it comes to marketing. Investing resources in LinkedIn campaigns is a testament to the forward looking mindset of the leadership team, which strives to implement innovative approaches, taking calculated risks when testing the latest marketing trends.
The synergy between SAY and i-PRO was fundamental to this campaign’s success and the mutual commitment to achieving a common goal established a powerful partnership that delivered outstanding results.
The Challenge
When Panasonic’s video surveillance department spun off and became independent as i-PRO, the new brand needed to define its own identity and establish its products and technology on the market, and distinguish itself from competitors to secure new business leads.
For i-PRO, this meant engaging key technology and channel partners in the security industry, and international organisations that operate in mission-critical sectors like smart cities, large venues, and many more.
The Solution
Firstly, SAY worked with i-PRO’s sales and marketing departments to align on the objectives and setting KPIs for the campaign. We collaboratively developed target lists and built audiences on LinkedIn to ensure that content would reach the right professionals.
The organic LinkedIn strategy underwent a complete revamp, with i-PRO’s rich Japanese heritage and quest for innovation brought to the forefront. The messaging and creative approach was reimagined to position i-PRO as a thought-leader and their LinkedIn page a must-follow for security professionals wanting to stay up to date.
B2B does not have to equate to boring and SAY and i-PRO demonstrated this with an engaging creative execution. Not only where more engaging brand templates created, such as carousels and sleek product videos, but industry and content trends were also capitalised on. For example, the ‘google earth zoom’ and ‘pass the item’ made theposts relevant and fun, and the brand likeable. Key people at i-PRO became the star of the LinkedIn page, showcasing the depth of insights and expertise that the company can boast.
Breaking down geographical barriers
An international team of marketing professionals, based all around the world, was brought together to orchestrate the year-long LinkedIn programme. A dedicated Teams channel was used to share information in timely manner. This enabled SAY to react quickly to new information such as product releases and events and include them in LinkedIn content.
When it came to reporting, cultural and language barriers were swiftly eroded with the establishment of a common language: data. Results from multiple campaigns converged into one interactive analytics dashboard, which helped stakeholders in different countries keep track of the progress on both organic and advertising campaigns.
The Results
Working together, Say and i-PRO executed a comprehensive, global LinkedIn program that showcased how LinkedIn can be used as a powerful business tool. This dynamic campaign highlighted how the platform can help connect with the right audience, gain brand awareness and fulfil business objectives.
The campaign surpassed every KPI set. The awareness target was shattered by 31%, web traffic surpassed the goal by 53%, and the number of new followers exceeded the target by 73%.
Wanda Nijholt, Director of Global Marketing at i-PRO, praised the campaign and collaboration, stating, “i-PRO is a challenger brand that has gained increased visibility and awareness in the market with the strategic and creative support of SAY Communications. The work with SAY has been outstanding: their proactive and flexible approach made them an integral part of the internal i-PRO team rather than a pure agency for LinkedIn. We are all excited to see what the next step of this relationship will be.”
This success story is a testament to the collaborative efforts of Say and i-PRO, proving that when two highly skilled teams pool their resources and have a shared vision and strategy, the possibilities to enable growth are limitless.
