The analytics market has recently come of age thanks to the rise of big data, the internet of things, and predictive analytics. SAS needed to harness and amplify existing content to maximize efficiency and value for money, in order to compete with major competitors – including IBM, Microsoft and Oracle.LEWIS provided SAS UK & Ireland with an integrated program spanning content development, media relations, influencer relations and social media management (organic and paid). Key goals included:
LEWIS and SAS developed measurement scorecards to evaluate deliverables and success across content, media and social engagement results. These scorecards were based on AMEC’s Valid Metrics framework and considered PR/digital inputs, PR/digital outcomes and business outcomes.
To maximize the existing content and increase the company’s relevancy, the campaign was carried out by one team - blending content, media, and digital experts. The split allowed for a truly integrated campaign with content at its heart.
The team explored and developed media story angles based on SAS’ marketing brief and the current news agenda. Research and surveys formed the basis for a number of blogs, bylines and news-hijacking opportunities. Existing content was also repurposed and seeded into editorial feature commentaries, responses to current affairs, and social posts.
Creative assets were developed to further engage relevant audiences within SAS’ social communities. These ranged from simple interactive Twitter quizzes to infographics.