Beyond the Brand: atNorth’s Journey to Award-Winning Success
By Tracey Pewtner, Director of Marketing
With the end of 2024 in sight, it’s always a great time to reflect on the enhancements made throughout the year and the ongoing improvements we will continue to drive forward in 2025 both in the market and at atNorth.
Data centers are one of the cornerstones of the digital revolution and integral to the future of our digital society. They are also one of the more pressing environmental concerns of our time, as the world’s digital footprint continues to soar. Yet, there are data center providers, like atNorth, who are working hard to mitigate the environmental impact of this trend.
Embarking on activating the atNorth journey
A few years ago, atNorth began accelerating its efforts to expand its footprint beyond Iceland, building on its strong foundation as a trusted data center provider. atNorth’s leadership team had an ambitious vision: to provide more compute for a better world, and an uncompromising goal: to become the leading Nordic data center provider, known for enabling global businesses to scale responsibly. It’s one of the reasons I chose to join the atNorth journey, to help bring this ethos to life through our brand messaging and corporate positioning.
To do this, we needed to make substantial changes to our global marketing strategy to advance the brand and scale effectively. We started by evolving the company’s vision and values with the help of our employees and leadership team. This gave us a clear idea as to the path we wanted to forge, to be the decarbonization partner of choice and the leading Nordic data center provider.
We needed to raise awareness of our ability to help global organizations scale to meet the digital data demand, whilst being considerate and mindful of our environmental responsibilities. For the marketing team, this meant re-envisioning the atNorth brand to highlight the huge environmental and commercial advantages of using a data center in the Nordics. Shining a light on the many sustainable benefits of placing data in the Nordics would, encourage potential customers to make an active, responsible decision when choosing their data center partner.
Driving sustainable growth through powerful marketing
As part of our marketing strategy, the team worked immensely hard to expand communication across media channels and social networks, refining tone of voice and thought leadership to create a unified and influential presence.
The results have been extremely exciting, with an exponential increase in both media reach and share of voice. Reimagining our LinkedIn channel and content resulted in quadrupling our number of followers, as atNorth continued to become a strong voice for sustainable data center practices. And as a result, our hard work has been globally recognized at industry awards and celebrated through accolades that align to our vision, values, and goals.
Equally important to this strategy was also the ability to give our customers a platform for highlighting their very own digital innovation and sustainable advancements. We’ve been able to showcase some of the amazing work and collaboration we have done with our customers and partners, focusing on the business and environmental benefits and reinforcing atNorth’s commitment to the industry.
Award winning marketing for tomorrow’s challenges
We’ve shown how we can help our customers responsibly futureproof their IT infrastructure. We have been recognised on the global stage and received several Marketing awards this year for our brand building achievements From Best Digital Rebrand to Best International Performance Marketing Campaign. I am immensely proud of these awards and recognition we continue to garner, as they emphasis the culmination of teamwork and brand ambassadorship across the entire company.
We will continue to be a strong voice in the data center industry to raise awareness of how technology innovation, digitalization and environmental responsibility go hand in hand. We are not only evolving with the industry but also helping to redefine the future of data centers and I’m beyond excited about what lies ahead and how we will continue on this incredible journey.