#ASKAVANADEJon Silk, Head of Digital UK, Waggener Edstrom
a) THE BRIEF
Help us make moremoney 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 ...
b) RESPONSE
You know the OldSpice 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 chann...
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 relevantstory with real statistics that was audienceappropria...
The people made it work.The Avanade spokespeople were natural oncamera. Your spokespeople need to becomfortable being flip...
The loop had to be closed.It’s no good providing sales leads if the brandcan’t close the sale. Processes need to beplugged...
#THANKSJon Silk, Head of Digital UK, Waggener Edstrom     (Find me by searching for ‘PR Geek’)
"Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration
"Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration
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"Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration

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Ask Avanade

CASE STUDY DETAILS:

Results: 35 sales leads with a seven-figure pipeline value.

With only two weeks to develop and execute the campaign, Studio D UK was challenged to drive leads for Avanade at the Gartner CRM summit with an integrated campaign.

The #askavanade was invented, a digital platform pushed in-person at the event. The opportunity was created for event attendees to ‘ask Avanade’ questions about CRM, its business, technology, and frankly, anything else.

Armed with flip cams and video production capabilities, the three-strong WE team on-the-ground solicited questions, captured emails, and produced video responses from five Avanade spokespeople at its stand.

“#askavanade delivered the fastest ROI from marketing spend this year.”

Pamela Maynard, GM, UK & Ireland, Avanade

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"Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration

  1. 1. #ASKAVANADEJon Silk, Head of Digital UK, Waggener Edstrom
  2. 2. a) THE BRIEF
  3. 3. Help us make moremoney from#GartnerCRM.
  4. 4. 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
  5. 5. b) RESPONSE
  6. 6. You know the OldSpice guy?Let’s do that.
  7. 7. 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
  8. 8. c) EXECUTION
  9. 9. TRAINING_ +SURVEY_ +INFLUENCERS_ +MISSION CONTROL_ +MONITORING_ +SALES_ = {WINNING}
  10. 10. d) RESULTS
  11. 11. e) CONCLUSIONS
  12. 12. PR still drove the story.This wouldn’t have worked without a relevantstory with real statistics that was audienceappropriate. #smug
  13. 13. The people made it work.The Avanade spokespeople were natural oncamera. Your spokespeople need to becomfortable being flipped. #happy
  14. 14. The loop had to be closed.It’s no good providing sales leads if the brandcan’t close the sale. Processes need to beplugged in. #cashmoney
  15. 15. #THANKSJon Silk, Head of Digital UK, Waggener Edstrom (Find me by searching for ‘PR Geek’)

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