Digital twin technology uses data to create digital models of virtually anything in the real world to improve and speed product design across aerospace, automotive, electronics and much more. Global software company Altair has been at the forefront of digital twin technology for nearly 20 years. However, tech giants such as Amazon, Google, and NVIDIA have recently touted their own use of digital twins, overshadowing Altair’s long-standing track record. To reestablish Altair’s leadership, Tier One executed a compelling multi-market, multi-channel campaign that reclaimed the narrative and made Altair the go-to source on the state of digital twins.

We engaged a third-party research firm to conduct a global survey of the executive level on their perceptions of digital twin technology, which was distributed across key industries (e.g., auto, aerospace, consumer electronics, and industrial equipment) in 10 countries.

A major survey insight was the use of physical prototypes, such as the well-known crash test dummy, soon becoming obsolete. We leaned into these findings to fuel a digital twin-focused global integrated marketing communications campaign, which included a robust global media relations effort, downloadable report with full survey results and insights, a series of infographics and feature articles, a paid and organic social media campaign, and a paid digital media campaign. 

The campaign was Altair’s most successful integrated marketing communications campaign to date.

  • In the U.S., the campaign resulted in five top-tier media interviews (including Forbes and Morning Brew) and 19 feature articles (e.g., Design News,, Automotive Testing International, Enterprise IoT Insights). 
  • Compared to Altair’s other global campaigns, social media performance results featured 11% more impressions, 8% more engagement and 40% more link clicks. On YouTube, the crash test dummy video received 37% more views than average videos.

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