Axis Communications

Axis Communications – Tools campaign

As part of their extended offering, Axis offers different online tools free of charge to facilitate client and partner service. The tools position Axis as a supplier of knowledge – as well as of products.

The challenge

Axis tools had been out of the spotlight for some time and it was therefore seen as a missed communication opportunity. There was also little information on how to use the tools – not to forget why and how they added value. Axis Communications also wanted to maintain their position as an innovative company that provides services and solutions.


The solution

A campaign was created to raise awareness on the benefits of using the Axis tools. An effective distribution plan was created to guarantee that the right people were exposed to the campaign at the right time.

A film, infographics and several in-depth and how-to articles were distributed in Axis Communications’ social media channels and newsletters. 


The results

27 percent increased traffic to the tool page during campaign period, 71 percent increase in visitors to AXIS Site Designer tool and 20 percent increase in visitors to the product selector tool.

We produce a lot of content, but often lack the “why’s” and “how’s” behind it. Spoon helped us to identify new ways of thinking and planning, by providing insights on relevant choice of channel and analysis of statistics and traffic after the campaign period. When consulting an external bureau, you’re always worried about their ability to grasp the business culture and be able to deliver a service that fits the profile and is coherent with existing messaging. Spoon has a way of creating both authenticity and engagement in all deliverables, and they quickly get under your skin as a trustworthy partner.
Brit Möller Martensen, Product Marketing Manager at Axis Communication


Increased traffic to the tool page during campaign period.


Increase in visitors to AXIS Site Designer tool.


Increase in visitors to the product selector tool.

Want to know more about this project?


Sanna Kindmark

Agency Director Gothenburg & Malmö