Corporate: 'Superhero' shows Orion in different light

Orion Partners wanted to reposition itself as a business transformation consultancy, not just an HR consultancy, and hired Madano to spread the word to the business community.

Becks appeal: Orion Partners' Heroes and Clones campaign
Becks appeal: Orion Partners' Heroes and Clones campaign

Campaign: Heroes and Clones
Client: Orion Partners
PR team: Madano
Timescale: November 2011
Budget: £20,000

 

OBJECTIVES

  • To raise brand awareness and credibility of Orion Partners as expert advisers
  •  To create a talking point and position the company as innovative.

STRATEGY AND PLAN

Following on from an Orion blog posting about why cloning employees would not work, Madano created a series of postcards questioning the possible effects of cloning in real-life situations, such as: 'Would a team of David Beckhams be the best football team in the world?'

An animated video with a superhero theme was created to show the importance of organisations identifying their strengths, which was then distributed to media and bloggers.

MEASUREMENT AND EVALUATION

The number of unique visitors increased by 877 per cent to the Orion website, while views of the Orion homepage increased by 94 per cent.

Views of a page created around Orion's new focus on talent rose by 388 per cent.

RESULTS

Orion secured 16 new business meetings as a result of the campaign.

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