Objective
Throughout 2018 & 2019, OST developed a sophisticated and extremely effective UK-focused, B2B Influencer programme for US-based tech giant, Acquia. While the software company is a recognised brand in the US, it is less well known in Europe.
#AcquiaInspire, therefore, aimed to inspire senior digital transformation (DT) and customer experience (CX) professionals by showcasing insights and experiences from Key Opinion Leaders (KOLs).
In addition to addressing the challenges of DT and CX experienced by all companies, Acquia wanted to engage within several vertical sectors, including manufacturing and the public sector. This required us to innovate!
During the course of the project, we launched the worlds first “LinkedIn Chat”. This tactic enabled us to activate niche influencers and, as an added bonus, use Account-based Marketing (ABM) techniques to deliver targeted leads for Acquia.
Programme Results
From a pool of 300 B2B Influencers, 70 were confirmed active participants in #AcquiaInspire. Throughout 2018 & 2019 these influencers drove an organic reach of over 25 million impressions, via 1,200 content shares and nearly 4,000 engagements. From the moment we launched #AcquiaInspire, Acquia’s influencer Share of Voice (SoV) has exceeded their UK competitors in 11 of the past 12 months.
OST Marketing has done an amazing job
OST Marketing has done an amazing job in creating and managing our social influencer program at Acquia. From helping us scope the program objectives and key KPIs to driving strategy and delivering on execution, they have been a pleasure to work with. Our account team has been professional, creative and we’ve seen great results. They really know what they are doing!
