What We’ve Done
Finding the right creative angle and the right influencer to make their launch a success
Introduce a new brand in the highly saturated telecommunications market in France, targeting entrepreneurs and small business owners, a much sought-after market segment who poses many challenges, as each buying decision is made at the expense of their own salary. IP telephony and video conference solutions by the new player Spoka aimed at those who only invest in tools that are absolutely vital for their businesses.
To reach this target audience on social media and help Spoka’s newly created Facebook and Twitter pages take off, we produced a series of 6-second humorous mini-videos on Anglicisms used by the French and other business newspeak that ‘pollute’ the workplace. The purpose was to illustrate the use of vocabulary that hinders effective communication between colleagues and stakeholders. A contest was organised concurrently, one where participants are asked to send in expressions that they find annoying, either via comments or video recordings. The prize for the winning entry is a training designed for a small business team – all their members – who are keen to give it a jumpstart, provided by an influencer well-known by the target audience, Isabelle Mathieu.
Isabelle Mathieu promoted the contest within her own social network, and did product testing for one of Spoka’s solutions, which she published on her blog. This resulted in a significant positive impact on the success of the campaign as well as the videos’ reach on Twitter, Facebook and YouTube.