PR team: Spark Communications
Timescale: OctoberNovember 2009
IT brand Morse wanted to create a profile with business leaders and asked Spark to develop a campaign that would interest those up to CEO level.
- To show Morse's insight into business issues as well as IT solutions
- To raise Morse's profile with business audiences and increase brand awareness.
Strategy and plan
Spark commissioned a research project to find out how long workers spent on social networking sites during work hours. Using the survey and correlating it with average UK wages data, Spark created a headline figure of how much money was wasted as a result of employees using social networking sites. The team carried out desk research to see what organisations were doing to manage employee use of social media. Top-tier business media were given the story a week ahead of the press release announcement, to allow them to do pre-briefings and publish their stories on the morning of the announcement.
Measurement and evaluation
The story appeared in nearly every national newspaper, as well as The Economist, BBC News, Sky News and BBC online. It was also featured in trade titles such as V3.
More than 500 businesses contacted Morse to ask for a copy of the full report.