Thought Leadership Campaign

How the MNC software company showcased technology's impact on empowering SMEs to compete with large organizations through collaboration with Mint


Client: An MNC Software Company

Category: Information Technology; SaaS

Solution: Thought Leadership Campaign

About the Collaboration

The ERP industry encounters difficulties with regards to cost, complexity, and scalability, particularly for small and medium-sized enterprises (SMEs). The client's objective is to establish itself as a leader in inspiring SMEs with the power of ERP technology, allowing them to compete successfully with larger organizations. In collaboration with HT Media, the client developed a campaign promoting the transformative effects of ERP systems on SMEs.


Industry Overview

The ERP industry faces challenges in cost, complexity, scalability, and technology evolution. Small and medium-sized enterprises struggle with high implementation costs, deployment complexity, and scalability limitations. Rapid technological advancements require continuous innovation to meet evolving customer needs.

Client's Objective

The client aimed to position itself as a thought leader in the ERP industry by showcasing how innovative ERP solutions empower MSMEs and SMEs to compete effectively with larger organizations. The partnership with HT highlights the client's commitment to thought leadership in the ERP industry, amplifying their message and expanding their reach to a broader audience through HT Media's established credibility and extensive network.

Target Audience

MSME Businesses


Mint Readers

Campaign Execution

At HT Media, our approach focused on positioning the client as a thought leader in empowering MSMEs & SMEs to compete effectively. We collaborated to create a microsite on Mint hosting 5 detailed reports and 1 video story, showcasing the client's role in driving digital transformation.


  • The strategic campaign was a success in showcasing the client's innovative solutions, which resulted in increased awareness and engagement within the industry. By leveraging the reach and credibility of HT Media, the campaign effectively established the client as a leading authority in the ERP sector. It helped them to reach a broader audience and achieve meaningful outcomes.
  • The campaign achieved significant success, with a total of 655,976 page views on the Mint microsite and a substantial reach of 1,114,475 through print media.
  • The microsite included five detailed reports and an engaging video story that complemented the metrics. These reports offered comprehensive insights into the client's thought leadership initiatives. Additionally, the microsite was effective in linking to curated news stories by the client, which helped enhance visibility and engagement with the target audience.
  • The campaign exhibited strong performance in terms of audience reach, engagement, and content delivery. The client was successfully established as a thought leader in empowering MSMEs and SMEs in the industry.


Industry Insights & Key Takeaways

Key Takeaway

Key Takeaway

Deploying dedicated microsites on reputable news platforms, such as Mint, enhances brand credibility and allows for strategic control over client narratives.

Key Takeaway

Key Takeaway

Elevating thought leadership through strategic collaboration with established media platforms like Mint amplifies brand credibility and facilitates precise targeting, ensuring the effective achievement of campaign objectives.

Industry Insights & Key Takeaways

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