What does modern customer engagement really look like?
Twilio needed an integrated campaign that positioned them as a leader in customer engagement who truly understands customer behaviour.
Approach:
We set out to humanise the topic of customer engagement – explain the issues in terms that people could actually understand, and tie it to current headlines.
How? We commissioned pan-European research to understand the reality and challenges of customer engagement today. We then identified and worked with a preeminent influencer – Professor Andrew Stephen (University of Oxford) – to interpret the insights and shape a customer engagement report).
Keeping cybersecurity news hot on the heels of ransomware attacks.
Sophos had a strong reputation with tech and security press, but to generate awareness of the importance of cybersecurity as a service, they needed to find a way of engaging with national and business press.
Approach
The press office monitored the news agenda to identify relevant new stories as soon as they broke – such as ransomware attacks, cybersecurity regulation, and cyber warfare – and pitched insights and interviews from Sophos experts.
Our team directly reached out to Sophos researchers, experts, and communications professionals to develop commentary at speed, using a follow-the-sun approach to connect experts with the press at any point of the day.
And, by using a bank of existing, approved insights the team could respond rapidly to news or create bespoke commentary as needed.
How can we make money-mute SMEs talk payment terms?
GoCardless wanted to reach new SME audiences and position themselves as a leading voice about the vitally important – but well-trodden – issue of late payments.
Approach:
We commissioned YouGov to discover the scale of money muteness amongst SMEs. We found that 25% feel uncomfortable talking to customers about money, rising to 32% for women.
We partnered with Emma Gannon, a Sunday Times bestselling author and host of the podcast Ctrl Alt Delete, who often discusses the issue of late payments amongst fellow SME owners.
Our objective was to build Toshiba a new EU website that showcased their Quantum Technology Division. The site had to be dynamic, with all-new messaging, product information, and the ability to publish more content, more often.
Approach:
We created an entirely new website that highlighted the Toshiba quantum proposition. From developing a completely customised site in WordPress, with an updated design and multiple dynamic elements, to writing every single webpage.
We developed brand proposition messaging – from scratch! – and integrated SEO to ensure a highly-competitive output that would rank highly on search engines, while having the flexibility to update with new content as and when updates and developments happened.
Giving families the power to make high-definition memories.
Canon wanted to drive media awareness of their smart camera to target tech-savvy families that could benefit from the camera’s intelligent functionality.
Approach:
Many families want to capture all-important candid memories, but often struggle to both get everyone in the shot and stay in the moment. We proposed the idea of a hands-on baking event for lifestyle press that would allow us to generate highly visual earned coverage, and demonstrate the use-case of the camera. We created a toolkit that allowed markets across EMEA to roll out the activity and delivered the execution within the UK. The initiative generated coverage across all of Canon’s target markets.
In 2017, we started to work with the (now) Cisco ThousandEyes – a network intelligence solution and the “X-Ray machine of the Internet” – who needed to create a strong UK profile.
Approach:
We developed a varied thought leadership campaign, including corporate profiling and creative storytelling, to raise awareness of ThousandEyes’ expertise.
We secured regular national and business briefings and coverage with The Times, Daily Telegraph, CNBC Europe, Mail Online, Evening Standard, The Independent, and many more – as well as opinion pieces in a broad spectrum of top-tier trade and vertical media.
Can a smart TV take the place of a football stadium experience?
In the run-up to the delayed EURO 2020 football tournament, Toshiba wanted to promote the brand’s range of smart TVs to football fans with families.
We discovered family football fans over-index on watching sports together with friends and family in the pub or at live events (like fan parks) – it was one of their key passion points.
In 2021, with lockdown and restrictions in place, this wouldn’t be possible…
Approach:
We launched a nationwide competition across Toshiba’s social channels asking football fans to nominate their friends and family to find the country’s biggest supporters.
The prize? – the ultimate back garden fan park, complete with a purpose-built bar, food truck for on-demand pizza, stadium seating to replicate the match-day experience, inflatable football games for the family, confetti cannons to boost the celebrations, and, of course, a big screen Toshiba smart 4K HDR TV.
Successful hybrid working requires a lot of tech – how can we make Canon the go-to for all of it?
Our brief was to encourage potential customers to see value in Canon’s hybrid working ‘ecosystem’, rather than opting for individual product purchases.
Approach:
On the face of it, a campaign focusing on IT processes and procurement strategies can be pretty dull… Not the way we do things.
We created a story-led, creative-first campaign highlighting the struggles modern distributed teams face, and how Canon’s technologies solve them. All the content was delivered in just nine weeks.
This full-funnel campaign was activated across 14 EMEA regions and included:
a unique, hand-drawn Canon comic book strip
three SEO and keyword-optimised Q&A articles featuring Canon experts
a top-of-funnel infographic
a fully managed, multi-region paid and organic social campaign
internal and external-facing product presentations
To establish World Wide Technology as an authority in the Edge computing space, and to position itself as a partner for service providers looking to provide Edge capability to their customers.
WWT is known and trusted in the IT industry as a system integrator capable of complex deployments at scale. It wanted to capitalise on the emerging opportunities presented by new connectivity technologies, and specifically, Edge computing – a foundational technology for 5G, and an area of deep expertise for its partners (Dell and Intel, among others).
The approach
Nelson Bostock consulted on a piece of research of enterprise decision makers in businesses with revenue of greater than $1bn in the UK, US, Japan and Germany. They were asked about the drivers and barriers to adoption of Edge, the key use cases, and who they considered to be the natural partners for the deployment of the technology. Through this research, conducted by Analysys Mason, we established the scale of Edge investment, the sectors most likely to benefit from the technology and the steps that telecommunications providers needed to take to sell it to their customers.
These findings formed the basis of a report, The Edge Disconnect, which was the cornerstone of an integrated campaign spanning PR, a media partnership and lead gen activity across social and display advertising. In addition to the report, we created a series of supporting assets, including a downloadable strategy guide, ad units, a landing page, three podcasts and a series of blogs and LinkedIn Pulse posts.
Over two years after campaign launch, The Edge Disconnect is still being promoted and continues to gather leads for WWT’s US marketing team.
Work: ‘Late payments’ is an ongoing problem for British SMEs and an area with which GoCardless wants to be associated. We wanted to do something bold that could create a human-interest story and could reach new and relevant audiences. Nelson Bostock helped GoCardless launch its first-ever consumer campaign with an influencer…and “Awkward Money” was born.
We brought the issue to light with a suite of assets:
Research: to gain new insights into the emotional side of late payments
Influencer: to amplify our reach to new audiences in consumer media and social
Real life SME stories: to normalise the issue and bring the research to life
To add authenticity to the campaign and meet our objective of reaching new consumer media and social audiences, we partnered with Emma Gannon.
