Integrated European PR and social for demand generation

ShoreTel

Challenge
Devise and deliver a fully integrated European PR, social and closed-loop inbound marketing campaign for ShoreTel, a leader in unified communications and contact centre technologies, to take the “challenger brand” perception to the next level and generate demand for ShoreTel’s product portfolio.

Results
200+ quality articles, launched integrated social media operations and increased EMEA traffic by 400% within nine months
Our campaign strategy, led by the OneChocolate UK team and rolled out to Germany, France and Spain, achieved rapid results. Our smart messaging around “flexibility and choice” nailed 50+ pieces of coverage in the first three months (OTS 1.8m). Breakout coverage included the front page of Retail Technology and feature pieces in Computing.
With newly launched European social media operations across LinkedIn, Xing and Twitter, we successfully grew European followers to over a fifth of total followers on global pages. Combining organic and paid techniques, we leveraged social to meet ShoreTel’s demand generation objectives.
The business impact: PR tactics achieved significantly larger share of voice in Europe and integrated campaign activations smashed all brand awareness and inbound targets.

How
Our PR, social and closed-loop inbound marketing campaign strategy focused on an overarching theme: “Flexibility and choice: the future of communications in the workplace.” This was implemented through a dynamic content delivery plan with best practice for local implementation in France, Spain and Germany. Operating as the European PR and social media hub, our London HQ set the strategy and guidelines for ShoreTel’s owned social channels, brand messaging and performance metrics.
Aggressive features outreach on the mobile workforce, cloud and mobility, as well as issues hijacks around cloud industry reports, helped to secure coverage in France, UK, Spain and Germany. Sharing and repackaging thought leadership assets in an efficient way across PR and social – and across markets – delivered maximum ROI. All content actively drove web traffic and positioned execs as experts in communications technology.