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

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

2. a) THE BRIEF

3. Help us make more
money from
#GartnerCRM.

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. b) RESPONSE

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

8. 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

9. c) EXECUTION

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

11. d) RESULTS

13. e) CONCLUSIONS

14. PR still drove
the story.
This wouldn’t have worked without a relevant
story with real statistics that was audience
appropriate.
#smug

15. The people
made it work.
The Avanade spokespeople were natural on
camera. Your spokespeople need to be
comfortable being flipped.
#happy

16. 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

17. #THANKS
Jon Silk, Head of Digital UK, Waggener Edstrom
(Find me by searching for ‘PR Geek’)