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Event content for Proximus NXT

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Think NXT: the perfect spot for thought leader content

 

One of the largest tech events in Belgium, Think NXT hosts the top of the Benelux ICT to feel the pulse of the industry. We were there to bring the insights and energy straight to the feed of FOMO-struck CIOs.

 

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Expertise through a vertical lens

 

Dell, Cisco, Microsoft: the partner ecosystem of Proximus NXT is worth name-dropping. It's also key to providing their end-to-end ICT services to a wide range of sectors.

To reflect this, content from Think NXT had to span Cloud, AI, and Cybersecurity, but with a focus on verticals like Healthcare and Finance. How do you capture this in short-form video that cuts through the “AI slop”?



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Aftermovies alone don’t show authority

Though we love to create aftermovies, real domain authority is better conveyed by real domain experts. And Think NXT has them all in one place.

Aiming for mid- to bottom-funnel content, we created formats that could break the ice with these experts while getting content value for different topics and verticals.

  • Coffee Break Sessions: Informal chats where experts talk tech with a personal touch.
  • Questionballs: Answering the vertical-specific questions that our online audience submitted.
  • Human vs. AI: Proving that AI gets better with critical human thinking.
  • Burning Questions: Scoring relatability points by hearing what’s really on CIOs' minds.

 

Auwtch, those benchmarks got a beating

Was it the meticulous preparation? The craft of our crew? Or the enthusiasm of the Proximus NXT experts?

Let’s go with all of the above. Because the numbers don’t lie. They are shouting success:



  • 7.34% Engagement: Comfortably above the industry benchmark of 4%, it was clear that our audience found our content worth watching.
  • 2x CTR: Our posts successfully grew blog and industry page traffic, with paid ads doubling the average click-through rate (1.26% result).
  • Thought leader connections: Proximus NXT experts went from ‘names on a screen’ to people you can easily connect with.
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