Best use of thought leadership: '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 discussionsThe 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 PRThe campaign first identified a compelling, differentiated theme: All competing content was audited In-depth interviews were conducted with customers/prospects Key internal stakeholders were engagedThis also identified five ‘golden rules’. Vodafone would stand apart by:1. Sharing reliable facts, honestly presented2. Bringing together multiple viewpoints3. Including material which helps the reader act4. Never overtly promoting themselves5. Complementing ‘hero’ reports with ‘bite-size’ contentSix ‘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.