#ASKAVANADEJon Silk, Head of Digital UK, Waggener Edstrom
a) THE BRIEF
Help us make more money from #GartnerCRM.
Help us make more money from #GartnerCRM.
1. We’re a PR agency but they’re not asking us for PR!2. We’re going to be measured on leads and sales!3. The entire campaign is going to last three days!
#worriedface
b) RESPONSE
You know the Old Spice guy? Let’s do that.
You know the Old Spice guy? Let’s do that.
1. We’re a B2B company! Are you mental?2. We don’t have Twitter or YouTube channels!3. We’ve never done video like this before!
#panic
c) EXECUTION
TRAINING_ + SURVEY_ + INFLUENCERS_ +MISSION CONTROL_ +MONITORING_ +SALES_ = {WINNING}
d) RESULTS
e) CONCLUSIONS
PR still drove the story.
This wouldn’t have worked without a relevant story with real statistics that was audience appropriate.
#smug
The people made it work.
The Avanade spokespeople were natural on camera. Your spokespeople need to be comfortable being flipped.
#happy
The loop had to be closed.
It’s no good providing sales leads if the brand can’t close the sale. Processes need to be plugged in.
#cashmoney
#THANKSJon Silk, Head of Digital UK, Waggener Edstrom
(Find me by searching for ‘PR Geek’)