Original Content
When your brand can own the narrative.
We created an online hub of original, interactive content that connected Newark element14 with a wider audience of engineers and makers.
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As the world's leading tech association, CompTIA actively advocates for tech policies on state, federal and international levels. When the association wanted to champion a movement that would transcend borders and resonate with an audience beyond its member base, CompTIA turned to Walker Sands for a creative campaign idea and a dazzling digital execution.
130
Stories in the media
35,000+
Video views
10,000+
Unique monthly visitors to the website
Walker Sands and CompTIA decided to take on a pervasive problem in tech: The stark underrepresentation of women in leadership positions across the industry.
The primary goal of the campaign was two-fold:
Rather than simply document the problem, we decided that the best approach would be to hear directly from young people about their perceptions of technology and the career choices ahead of them.
To gather both quantitative and qualitative data, we led four focus groups with girls age 10 to 17 and conducted an online survey completed by 200 girls and boys in the same age range.
Our research yielded three key findings:
With these findings in hand, CompTIA needed a compelling campaign that was interactive, shareable and inspiring for key audience groups: industry professionals, parents, educators and young women. Walker Sands conceived of #MakeTechHerStory to galvanize more young women to make their mark on the information technology industry.
The digital hub of the campaign lived at MakeTechHerStory.CompTIA.org, where visitors could watch and listen to girls as they talked about technology, careers and what an IT professional looks like. For in-depth research into what must change to inspire more girls to pursue careers in IT, visitors could also download an elegantly designed 30-page e-book with full findings and strategies for improvement. Finally, site visitors were invited to “reimagine Rosie” using a tool designed and developed by Walker Sands Digital. To see what it looked like, visit the #MakeTechHerStory design portfolio.
The interactivity of the #MakeTechHerStory campaign initiated high organic engagement across social media. After layering in a paid component of the social media strategy, CompTIA and Walker Sands reached young women via CompTIA’s profiles on Facebook, Instagram, LinkedIn and Twitter. Using the hashtag #MakeTechHerStory, Walker Sands nurtured conversations across social media networks, blogs and grassroots organizations to capture even greater momentum.
The #MakeTechHerStory campaign generated the following results:
130
Stories in the media
35,000+
Video views
10,000+
Unique monthly visitors to the website
800+
E-book downloads
600,000+
Social media impressions
3,000+
New followers
Combining old-fashioned research with digital storytelling techniques, the #MakeTechHerStory campaign continues to encourage more girls to explore careers in IT as it advances the mission of CompTIA.