40 k
article visits
2,8 %
CTR – Significantly above Industry Benchmark (0,29 %)
19 %
Longer dwell time than industry Benchmark
Overview
To credibly position a complex B2B product, the approach focused on editorial native content rather than traditional product advertising. Using the Mediaplus Native Campaign Cockpit, a strategic value‑driven narrative was developed and distributed through high‑quality industry articles on Business Insider Germany.
The result: established thought leadership, clear topical leadership, and effective activation of relevant decision‑makers.
Challenge
Credibility for B2B Decision-Makers
Siemens wanted to promote its digital business platform Siemens Xcelerator, where customers can discover digitalsolutions from Siemens and partners. The platform offers tools, services, expert contacts and self-assessments.
The challenge: creating awareness in a way that feels authentic and credible to B2B decision-makers. Inspired by asuccessful employer branding campaign, Siemens proposed using Reddit. The platform had already proven itself as atrusted place for engaging with Siemens employees. The goal was to replicate this trust and engagement to spotlight Siemens Xcelerator in a similarly credible, community-driven environment.
However, the central question remained: Is Reddit really the right channel for a B2B product campaign? Business decision-makers prioritise objective, validatedinformation. They look for thought leadership, case studies and factual documentation – content formats that Redditcan only deliver with difficulty in this context. How do we position Siemens Xcelerator not as a pure sales product, butas a strategic narrative? Which channel provides the necessary credibility for demanding B2B audiences?
Solution
Strategic Rethinking Pays Off
We convinced Siemens to choose the Mediaplus Native Campaign Cockpit (NCC) as a more authentic and innovativeway to promote Siemens Xcelerator. At the core of the NCC are high-quality editorial articles that create genuine valuefor readers.
What makes it special: we rely on unobtrusive native teasers and a strict pull mechanism. Users decide forthemselves whether they want to consume the content. This way, only genuinely interested and highly engagedindividuals reach our articles.
The crucial difference for Siemens: the NCC makes it possible to communicate Xceleratornot just as a product to sell, but as a strategic narrative with depth. Although Reddit was initially considered due to itssuccess in employer branding, it proved unsuitable. Business decision-makers prefer objective, validated informationfrom credible sources – exactly what NCC can deliver perfectly. The NCC positioned Siemens as a thought leader in aneditorial environment on Business Insider Deutschland. The articles addressed relevant industry topics such as digitaltwins, AI in manufacturing and smart grids – with direct reference to Siemens Xcelerator.
The success was convincing: building on the strong performance of the first campaign, Siemens commissioned an international campaign extensionshortly afterwards. The articles performed exceptionally, engagement was strong, and many readers clicked through tothe SIE landing page.
Provided services
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"The key to success lay in not following the first impulse, but finding the strategically best solution. Reddit works brilliantly for employer branding, but for B2B product communication we needed a channel with more credibility. With NCC, we were able to position Siemens as a thought leader whilst simultaneously delivering outstanding performance results."
Katrin Kalchschmid
Mediaplus
Key Takeaways
#1
B2B credibility requires editorial environments, not social communities
#2
Strategic rethinking before campaign launch saves budget and increases ROI
#3
Credible sources beat standard product advertising
About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.
