Campaigns: Digital - O2 and Twitter get down to business

Campaign: O2 small businesses adopting Twitter
Client: O2
PR team: Talk PR
Timescale: March 2009
Budget: £3,000

While Twitter has become hot media property in terms of consumers and celebrity, there has been little coverage on how businesses are using it. Talk PR approached O2 with the idea of developing a story on small businesses' use of Twitter.

Objectives

- To position O2 as connected with, and an expert on, small business trends

- To show how small businesses are adapting to survive during the recession

- For coverage to include a quote from Simon Devonshire, head of SME marketing at O2.

Strategy and plan

Talk PR identified a 'Twitter trend' emerging among small businesses to cut costs on recruitment and marketing. The team commissioned research of 500 small businesses to find out how they were using Twitter. This was sold in to small business pages and online SME publications.

Measurement and evaluation

The story appeared in the Financial Times, The Daily Telegraph and Metro, as well as in more than 20 online news pieces. More than 90 per cent of the coverage featured a quote from Devonshire.

Results

The story also appeared on Twitter, with more than 35 tweets on the subject. The campaign had an AVE of £70,000.

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