Awards 2014, category eight: Circle Research and Geometry for Vodafone
Best use of content marketing: 'The perspective series'
Perspective is a thought leadership campaign created to help Vodafone:
Raise brand visibility and engagement
Position themselves as a thought leader
Create sales discussions
The campaign has:
Created an ROI of over 8,000% on a budget of [These details were provided to judges in the original submission but are commercially sensitive and therefore confidential]
Boosted associations between Vodafone and ‘thought leadership’ by [These details were provided to judges in the original submission but are commercially sensitive and therefore confidential]
Received widespread coverage, e.g. 70 pieces of high quality PR
The campaign first identified a compelling, differentiated theme:
All competing content was audited
In-depth interviews were conducted with customers/prospects
Key internal stakeholders were engaged
This also identified five ‘golden rules’. Vodafone would stand apart by:
1. Sharing reliable facts, honestly presented
2. Bringing together multiple viewpoints
3. Including material which helps the reader act
4. Never overtly promoting themselves
5. Complementing ‘hero’ reports with ‘bite-size’ content
Six ‘hero’ reports were produced in 2013 and released sequentially.
These assets were hosted on www.vodafone.co.uk and www.yourbetterbusiness.co.uk (YBB) - a content hub established to freely share information and spur debate.
Alongside YBB, complementary activity raised visibility and enabled sales conversations. This included advertising, PR, social media, partner marketing, email marketing, events, sales enablement and direct contact.
We feel Perspective is worthy of winning this category for two reasons: the carefully designed strategy and the large proven ROI.