#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’)