BT

Teaser: 
In 2009 Sift Media was asked by BT to design a campaign that would complement its annual BT Business Experience event. The live event is an opportunity for BT to showcase its value to entrepreneurs and SME owners - the challenge was to generate interest and build on the previous year’s successes.

BT Logo

Integrating social media to create a successful brand awareness campaign...

The challenge

In 2009 Sift Media was asked by BT to design a campaign that would complement its annual BT Business Experience event.  The live event is an opportunity for BT to showcase its value to entrepreneurs and SME owners - the challenge was to generate interest and build on the previous year’s successes.  An interactive campaign was needed that would engage this target audience, position BT as a solutions provider and raise awareness of the event.

The Solution

An engaging campaign strategy was developed to bring the event directly to its target audience at BusinessZone (a highly engaged community of SME owners).  A bespoke micro-site was created and hosted on the site, offering a mix of relevant editorial content that conveyed the BT Business Experience brand message, while at the same time delivering information that was of real value to the audience.

By extending reach to members of AccountingWEB.co.uk exposure was given to over 400,000 small business owners by email, on-site editorial and brand advertising.  Each communication was designed to educate the reader on how BT helps businesses to thrive.  Importantly, this activity was also supported by social media channels including Twitter, discussion groups, etc.

The results

A variety of multimedia content was delivered over a six week period generating a powerful buzz and driving over 3,000 engagements with registered visitors.  This content included blogs, voxpops, webchats, polls, video interviews with BT executives and Q&As, with live Twitter feeds to @businesszone’s 6,000+ followers and bespoke email bulletins to over 36,000 registered BusinessZone members.  This highly measurable strategy delivered far more than a traditional online campaign, meeting the campaign objectives head-on.

Quote

“The detailed analysis Sift Media provided us with was of excellent value...”

“...Overall the BT Business Experience micro-site had a great look and feel, gauging a good syndication between the BT Business and BusinessZone brands.  The editorial content was strong and certainly met the objective of providing relevant and engaging content to amplify the BT Business Experience Event”

 Saira Chaudry, Zed Media

Appointed agency for BT Business Planning