TCS Snapshots
The challenge
Tata Consultancy Services had a problem of plenty. It had several case studies, management perspectives, white papers, reports and more. Often, these were in a format not conducive to skimming. Additionally, the company had different cohorts visiting its website. Because of the sheer size and scale of the organisation, even TCS employees weren’t aware of their company's body of work and thinking.
The task for us: How do we make all that TCS does accessible and interesting to all the various audiences visiting their site? Oh, and it had to be engaging too. No biggie!
An entirely new format: “Storifying” TCS’ work
Since short-format vertical content was a trending format, we proposed developing Storified versions of TCS’ output. The idea - first proposed in our very first pitch deck to them - was a hit, and we were off. TCS Snapshots was a new content format we were going to try out, and it would have prime real estate - right on the homepage. Phew.
What this involved
Perusing various TCS collateral: case studies, whitepapers, research output, management perspectives, press releases, videos and more.
Developing a custom storyflow and design for each, with the aim of communicating the essence of the story in under a minute.
Management of uploading the stories using a third-party web software called StorifyMe.
From AI to sponsorships to client success to research to...
Over the course of this campaign, which ran for close to two years and 150+ pieces, we had worked on several aspects of TCS’ work.
Their research on personalised sports viewing
We drew an analogy with materials science and cooking. Who wouldn't?
The reception
Since its inception, Snapshots has garnered internal and external praise. There is no benchmark, given that it’s a new content format.
However, below are some points that we’re proud of:
Snapshots viewers engaged with the site twice as much, in terms of time spent & page visited.
TCS received an additional hour of engagement for every $1 spent on Snapshots.
Snapshots won an award at Innovista, the prestigious internal Tata Group awards (Business Unit Round)
The upshot
The TCS Snapshots project is a showcase of our ability to understand and simplify technical content, and turn it into an appealing, engaging, and at times even funny format - all the while keeping in mind the various audiences and their sensitivities. Given the writing-heavy nature of the content, it’s also a good showcase of our copywriting.
Also, we now know a lot about digital twins.
Credits: