Toshiba Case Study: How to Reposition a Brand in the Eyes of a Professional Audience

Discover how Toshiba's corporate blog broke into the top 10 on Habrahabr and earned 120,000 organic reads from a single article on a highly specialized market segment.

Toshiba decided to undergo a rebrand and strategic repositioning. The goal was to shift its image in the minds of customers — from a manufacturer of laptops and televisions to a provider of high-tech solutions for business process automation in the energy, logistics, and banking sectors. In doing so, Toshiba's market positioning moved decisively into the B2B segment.

To reach potential clients in English-speaking markets with information about its industrial products, the company turned to the Toshiba Clip English-language blog.

In Russia, we needed to identify a platform with a strong foothold among IT professionals and energy sector employees interested in automation and business process optimization — and then adapt the original content for that audience.

We chose to enter Habr, which appealed to us not only for its scale — 10 million unique, engaged, and active users — but also for the quality of its audience: a community of specialists who genuinely understand the technical side of business infrastructure. Our initial assumption was that Habr's audience would respond poorly to lengthy texts and anything that felt like marketing fluff.

So we decided to lead with the perspectives of qualified experts, distilling each piece down to the facts that matter most to specialists — no padding, no digressions. We also set a KPI: reach 4,000–5,000 views per article on the blog.

Writing under the voice of Toshiba's experts, we provided in-depth coverage of the technological aspects of their solutions, highlighted major projects involving Toshiba, and tracked trends in the information landscape to identify relevant topics for the blog.

We delivered the project end-to-end, from content creation through to page administration.

The organic reach — achieved without any paid promotion — of Toshiba's blog on habr.com exceeded the combined reach of all of Toshiba's own channels across every country in the world.

Results:

• Ranked in the top 10 Bloggers in the "from scratch" category within one year

• 120,000 organic reads on the best-performing publication

• >700,000 total reads over the lifetime of the project (1.5 years)

• Shifted audience perception, as evidenced by comment analysis and user feedback