A storytelling-driven growth campaign created for TD SYNNEX.
a STEEN AGENCY case
TD SYNNEX operates in a business where relationships are everything.
As one of the world’s leading technology distributors and a key Microsoft partner, the company needed a campaign capable of doing two things at the same time: strengthening the brand while also driving measurable growth within Microsoft’s cloud business.
The challenge was clear from the beginning.
The target audience — IT managers, CIOs, cloud architects and SMB decision-makers — expected more than traditional sales messaging. They wanted both strategic inspiration and concrete guidance on how to grow their businesses in an increasingly competitive market.
Together with TD SYNNEX, Steen Agency developed We Are TD SYNNEX: a storytelling-driven campaign designed to combine emotional brand-building with highly targeted lead generation.
The campaign included a hero film, shorter LinkedIn adaptations and a broader performance marketing setup built specifically for precision targeting and measurable business impact.
Turning distribution into something human
One of the key creative insights behind the campaign was that technology distribution is rarely perceived as emotional or relationship-driven from the outside.
Yet internally, TD SYNNEX is built almost entirely around people, partnerships and long-term collaboration.
Instead of focusing on products, logistics or technical specifications, the campaign centered around the individuals helping partners succeed every day.
Employees became the face of the story.
Their perspectives, energy and commitment created an emotional layer that gave substance to TD SYNNEX’s positioning and transformed the communication from corporate messaging into something significantly more human.
The concept — We Are TD SYNNEX — was designed to communicate not only competence, but culture.
Designed for LinkedIn and precision targeting
The campaign was developed specifically for digital distribution, with LinkedIn becoming the primary platform for both storytelling and lead generation.
A carefully defined target audience was built around specific professional roles, industries and decision-making levels, complemented by a tailored company list to increase precision further.
Video ads and carousel ads were tested in parallel to optimize engagement, click-through rates and cost-per-click performance throughout the campaign.
Visually, the production followed TD SYNNEX’s updated brand identity while introducing a more cinematic and emotionally driven tone adapted for modern B2B communication.
The result was a campaign ecosystem designed not only to create visibility, but to generate genuine interest among highly relevant business decision-makers.
From engagement to real business conversations
The campaign ultimately surpassed expectations across both awareness and lead generation.
In total, the campaign reached more than 49,000 relevant decision-makers and generated over 74,000 impressions. The strongest-performing video campaign achieved a click-through rate of 0.46% within a highly competitive B2B environment.
But the most significant impact appeared in the telemarketing follow-up.
Out of 486 partner contacts, 140 expressed concrete interest — corresponding to a conversion rate of 29%. The initiative resulted in 56 direct meetings and leads, alongside multiple follow-up opportunities and additional requests for information.
According to TD SYNNEX, results at this level had not previously been achieved during the past seven years.
For Steen Agency, the campaign became a strong example of how emotionally driven storytelling and performance marketing can strengthen each other rather than compete with one another.
The bigger picture
At its core, We Are TD SYNNEX is about relationships, trust and the people helping businesses navigate technological transformation together.
For Steen Agency, the project also reinforced something increasingly important in modern B2B communication: decision-makers may work in highly technical industries, but they still respond to communication that feels human, credible and emotionally grounded.