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#ASKAVANADE Jon Silk, Head of Digital UK, Waggener Edstrom

"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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Page 1: "Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration

#ASKAVANADEJon Silk, Head of Digital UK, Waggener Edstrom

Page 2: "Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration

a) THE BRIEF

Page 3: "Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration

Help us make more money from #GartnerCRM.

Page 4: "Ask Avanade" for Avanade by Waggener Edstrom - Digital/live event integration

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

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b) RESPONSE

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You know the Old Spice guy? Let’s do that.

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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

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c) EXECUTION

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TRAINING_ + SURVEY_ + INFLUENCERS_ +MISSION CONTROL_ +MONITORING_ +SALES_ = {WINNING}

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d) RESULTS

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e) CONCLUSIONS

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PR still drove the story.

This wouldn’t have worked without a relevant story with real statistics that was audience appropriate.

#smug

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The people made it work.

The Avanade spokespeople were natural on camera. Your spokespeople need to be comfortable being flipped.

#happy

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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

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#THANKSJon Silk, Head of Digital UK, Waggener Edstrom

(Find me by searching for ‘PR Geek’)