Ricoh Europe: Designing An Audience-Centric Campaign In A Global Pandemic

To counter the impact of the 2020 global pandemic, Ricoh Europe, a global technology company, needed to accelerate its business transformation to a digital services company. Ricoh Europe designed a successful marketing campaign in five weeks across multiple countries and product lines with an audience-centric go-to-market architecture. The Work Together, Anywhere campaign drove more than €130 million of pipeline and €20 million in closed deals in the first six months after launch. In this case study, we describe how Ricoh Europe adapted to the disruption caused by the 2020 global pandemic, accelerated its repositioning as a digital services company, and designed a campaign on the basis of emerging and immediate buyer needs.