Skout was approached by UK management consultancy INSPIRING Business Performance to help its new online leadership measurement tool make a big splash in the crowded HR technology marketplace dominated by established names.
We needed to find a unique angle that would hook in journalists, and then put together a product-centred research plan involving over 1,000 employees to obtain relevant supporting data. The research findings were then turned into a series of natural stories which fed into the central media campaign concept of ‘Bosses Behaving Badly: Are British Leaders Denting Profit, Performance and Trust?’ which highlighted the analytical capabilities of the new tool.
Following the success of the initial launch, we continued the campaign by creating leadership-related B2B PR coverage and social media conversations around topical events.
We achieved extensive coverage in target media outlets including Human Resources magazine, key regional press such as the Evening Standard and the Glasgow Herald and regional TV and radio, where crucially, the measurement tool was widely cited as the source of the data. As a result, awareness of the product was well and truly raised and INSPIRING won recognition as an HR thought leader.
Most importantly, the campaign resulted in measurable business. Within just a few months, INSPIRING had over a dozen leadership measurement customers.