Integrated Activity: our award-winning ‘What's your score?’ campaign

The brief_

We are constantly advising clients to create thought leadership content in order to establish themselves as experts in their fields, and we decided it was time to take some of our own advice!

We wanted to showcase the range of services we offer, from PR and content to planning and consultancy, so we set out to develop a lead generation campaign with a difference. We decided to get creative ourselves with our first marketing campaign for The Marketing Pod.

Our approach_

Pod services used:

Research

We asked 110 marketing professionals from businesses across the UK to complete an online survey about the marketing and PR activity conducted within their organisation, with 14 quantitative questions about their current marketing activity and approaches.

Content creation

Our research provided us with strong headline stats to demonstrate the need for a new focus on marketing plans. We then turned our findings into a report, including commentary around what constitutes best practice in B2B marketing.

Gamification

The results were also used to create a ‘What’s my score?’ game, in which marketers could answer the same questions put to the initial group and see how they fared against the benchmark score. The game was developed in Umbraco and hosted on a dedicated landing page on our website.

Personalisation

Each player received a personalised report direct to their inbox, which detailed their results and linked back to free tools and templates that were specific to the areas in which their organisation needed to improve.

Promotion

We ensured the reports reached as wide of an audience as possible by undertaking a PR campaign in key marketing and PR titles and weaving the report findings into our keynote speeches at the B2B Marketing Expo. We also sent out personalised direct mail invitations to play the game to our customers and known prospects, and shared the game organically on our social media accounts.