1. Abraham Harrison LLC – Case Study The Daily
Helping Your Company Launch A New Product
November 2011

2. Abraham Harrison LLC: Case Study – The Daily
Challenge:
In early 2011, Rupert Murdoch and News
Corporation launched a newspaper
exclusively for iPad users called The Daily.
Abraham Harrison was tasked with
spearheading the social media side of the
launch promotions. This specifically included
blogger outreach and social networking site
profile management.
While the initial task was helping promote The
Daily through social media, upon launching a
new challenge presented itself. As with all
emerging technologies, there were some
glitches/issues with users downloading and
using The Daily. Abraham Harrison then
stepped into the role of monitoring and
responding to customer comments and
queries that were emerging in the social
media space.

3. Abraham Harrison LLC: Case Study – The Daily
Strategy/Tactics:
We custom created a universe of around
4,000 online influencers. We reached out
in 3 rounds of messaging to announce
the launch of The Daily and direct them to
an easily copy and paste-able social
media news release.
Our team responded individually to each
blogger who replied to our initial emails.
This resulted in hundreds of posts and
millions of impressions.
As a result of closely monitoring various
social media platforms, the AH team
noticed some user questions and
comments that needed attention from
The Daily. Abraham Harrison then Sample of AHLLC secured blog post and
functioned as an extension of The Daily’s Social Media News Release
customer service team following up,
answering questions, and assisting The
Daily users.

4. Abraham Harrison LLC: Case Study – The Daily
Results:
The six-week campaign led to over 250 posts
generating millions of impressions. We are normally
able to provide our clients with exact figures on how
many impressions our efforts garnered. In the case of
The Daily, Abraham Harrison was only a piece of the
marketing mix thus exact impressions were difficult to
determine.
Abraham Harrison, functioning as a branch of The
Daily’s customer service team created over 40 tweets
for The Daily to use when addressing both negative and
positive comments.
Abraham Harrison also interacted with over 150 Twitter
users during a three week period who were commenting
on issues they were having with The Daily.
This monitoring and responding on behalf of The Daily
helped to quickly address negative feedback and ensure
a positive and successful launch. Through constant
attention to customer needs, coupled with blogger
outreach, the efforts to raise awareness resulted in
positive press and raving customer reviews.

5. Further Questions?
Please contact us, we would be happy to speak with
you!
Mark Harrison
CEO Abraham Harrison
www.abrahamharrison.com
mharrison@abrahamharrison.com
+1.202.657.4769