Dentsu Influencer x BT Business Cyber Agility

The Challenge

Standing out within a complex cybersecurity market presents a major hurdle for B2B brands. BT Business needed to bridge the gap between high-level brand credibility and tangible lead generation for small and medium-sized enterprises across the UK.

The Strategy

To make technical topics accessible, the campaign adopted a human-led, LinkedIn-first approach centred on the Cyber Agility Report. The strategy focused on leveraging trusted industry influencers to simplify complex messaging and demonstrate how creator partnerships can directly feed B2B sales pipelines.

Execution and Innovation

The integrated campaign deployed trusted industry voices using LinkedIn Thought Leader Ads and live video roundtables. Content was tailored across each touchpoint to engage business decision-makers, turning technical insights into approachable, conversation-starting digital experiences.

Results

The initiative reached over two million LinkedIn users and achieved an eightfold higher click-through rate compared to industry benchmarks. Crucially, the campaign drove an eight per cent uplift in brand perception alongside a 44 per cent increase in qualified lead-generation form completions.

Judges' Verdict

"Strong results and a great integrated campaign that made sense across each touchpoint."