The Digital Twins Industry Campaign
The objective
Hexagon needed to reposition itself, moving beyond its legacy in measurement technologies to establish authority in cutting-edge technologies, specifically Digital Twins. In addition to building awareness, association and demand, Hexagon had to change market perception of Digital Twins and generate interest in the technology at a category level.
Our research showed that although Digital Twins are already in operation, the majority of the market sees them as a horizon technology, exciting but irrelevant to the business priorities of today. Therefore a key additional objective was to show that Digital Twins have real-world application and can deliver immediate business impact.
Demonstrating this reality and achieving the perception shift demanded a thought leadership campaign that was built on deep, credible market research.
The solution
We surveyed 660 C-suite executives across 11 industries globally to understand how Digital Twins are being adopted and the use cases they serve.
Beyond simply substantiating Digital Twins, our strategy was to use the research to associate Digital Twin adoption with forward-looking, innovative organisations. By making this connection in the analysis between the technology and aspirational companies, we were able to tell a story in the hero report that spoke to the target audience’s innate desire to be recognised as innovators. This motivation to eclipse peers was further acted upon with the key campaign: The Digital Twin Value-Maturity Matrix. This interactive benchmarking tool allowed the target audience to compare themselves to peers across four ‘business value dimensions’, driving a sense of urgency.
“This campaign resonated with our target audience and the volume and quality of leads generated exceeded expectations. It’s a great example of how strong creative thinking and strategic storytelling can work together to drive commercial impact”
The outcome
This campaign articulated the real, measurable business value of Digital Twins, helping decision makers understand how the technology is already improving efficiency, reducing costs and unlocking actionable insight.
For Hexagon, the work marked a shift from feature-led messaging to research-driven thought leadership, reinforcing its credibility in a fast-evolving category and creating a platform for sustained senior-level engagement.