The world of consumer public relations is nuts about digital PR, with everyone working to amass “likes” on Facebook or get Twitter mileage out of a Super Bowl blackout.
But business-to-business? There are those who insist that all this digital madness offers limited potential.
If that’s your take, check out Bhava Communications
, winner of Best Digital PR Campaign in the B2B category.
In the saturated big data market, Bhava helped Continuuity
strategically launch out of stealth mode and establish itself as the go-to big data application platform, Continuuity AppFabric.
Bhava created the company website, marketing collateral, company video, trade show swag, and other material for the launch. Bhava also developed Continuuity's messaging, deploying a marketing automation system and integrating it with the customer relationship management system.
With only five weeks to prepare, Continuuity and the Bhava team launched at the industry's premiere Hadoop and big data conference of the year: Strata NYC.
The success of the approach was obvious. Continuuity gathered 3,000 qualified and known leads, with several Fortune 500 and large enterprise companies’ customers, Bhava states. The launch email blast campaign resulted in an open rate three times higher than the average email campaign.
Bhava also used its close relationships with the press, bloggers and analysts to boost Continuuity executives as key thought leaders. Bhava strategized a bicoastal launch tour and set up briefings by Continuuity bigwigs for 30 media figures and analysts.
The result: 94 million media impressions and nearly 60 pieces of coverage during Continuuity's launch campaign, including feature articles in major big-time publications such as Forbes
and The Wall Street Journal
, along with influential tech outlets.
“Assuming that the firm is reading the tea leaves properly, it could be well positioned to become a key player in the big data and Hadoop worlds moving forward,” wrote Alex Wilhelm of The Next Web.
By the end of the campaign, Continuuity gained more than 200 new followers on Twitter and generated more than 350 positive tweets and retweets. Facebook attracted more than 400 new visitors and increased likes by over 200 percent.
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