Campaign: World's Smallest Multinational
PR team: Onechocolate Communications
Timescale: September-December 2010
Office provider Servcorp wanted to promote the benefits of a virtual office in an engaging and entertaining way.
- To drive awareness of the benefits of virtual offices to small businesses
- To create content for social media channels and encourage engagement with the brand.
Strategy and plan
By sponsoring entrepreneur Sebastien Eckersley-Maslin's bid to build the world's smallest multinational, Servcorp was positioned as a champion of entrepreneurial ambition. Eckersley-Maslin went on a 12-day tour, visiting Tokyo, Paris, London, New York and San Francisco to drum up support. In the UK, Onechocolate worked to increase awareness of Servcorp by using social media.
Coverage was created with key media such as magazines, websites, blogs and forums. The tour was filmed and videos were turned into a series of six webisodes.
Measurement and evaluation
More than 400 outlets including Reuters, Forbes and Yahoo picked up the press release on Eckersley-Maslin's record attempt.
In December, the campaign updates received more than 9,500 impressions and the introduction video was viewed 74,000 times.