Thunderhead - a smoking gun

The task

Thunderhead needed to reach marketing professionals inside a range of organisations as its enterprise software is applicable to multiple sectors. To achieve this they needed to help marketers raise the importance of customer experience; however a standalone whitepaper isn't usually the basis of conversations, connections and real discussion amongst marketers. We needed to build a campaign.

The solution

The 'Disconnected Customer' campaign was borne out of a powerfully simple idea: to give marketers the smoking gun they needed to advocate change regarding customer experience inside their businesses.

We recommended Thunderhead undertook extensive consumer research across six key sectors to gauge to what extent service providers are using the information and resources available to them to personalise their customer correspondence. We wanted to make it easy for non-technical professionals to quickly understand the research so created infographics, videos, exec summary PDFs of the findings and a microsite. So far, so normal.

In order to deliver the maximum value over time from the results, the campaign comprised two stages: a launch of the microsite, followed by a digital campaign that focused on link-building back to the microsite through online, and traditional, media relations with specific communities. We delved back into the public relations tool kit to reach out directly to analysts, journalists and bloggers and got amongst it online, posting literally dozens of carefully crafted personal comments on industry blogs, plus hundreds of tweets and retweets of influential marketers, online activity around customer experience conferences, guest blog posts and more.

The result

More than 300 whitepaper downloads from the likes of Vodafone, Royal Mail, EDF Energy, Royal Bank of Scotland and Nokia Siemens Networks, comprehensive media coverage, lots of social media engagement and over 700 video views. Most importantly, the conversations and discussion around the research led to solid sales leads and raised the company's profile with a new demographic.