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Client:

Article 10 Presentations

Sector:

Consumer

Services:

Digital PR

‘Harry Leaks’ creates buzz for Article 10 Presentations

BRIEF

Article 10 is theUK's leading presentation company undertaking the full range of creative presentation services. It approached Bell Pottinger as it wanted to bring its brand to life.  They wanted a social media campaign that positioned them as a dynamic, young and creative business with expertise in unlocking the vast, untapped potential of PowerPoint.

The campaign had two core objectives.  Firstly to raise brand awareness with business and consumer audiences, with a particular focus on the media, PR, marketing and advertising.  Secondly to actively demonstrate Article10's forward thinking digital marketing capabilities in campaign that can be readily cited to investors seeking to assess brand equity.

APPROACH

The team at Bell Pottinger created a spoof of Prince Harry's best man speech in PowerPoint, posted it on YouTube and leaked it to the media claiming that it was an early preview of the best man speech for the Royal Wedding. 

To maximise interest and showcase the strength of the Article10 Presentations team's expertise the animated, audio visual PowerPoint was rich with engaging content.

Key tactics included:

  • An email 'leak' from a fictitious Article10 work experience placement student to Bell Pottinger
  • A draft of the best man speech printed and scanned on counterfeit Royal letterhead, marked with spoof comments
  • A link back to a 'dark' page of Article10's website, hosting the PPT for supposed 'Royal approval'
  • A minisite www.harryleaks.com, in order to house the documents
  • A posting to youtube of the final PPT document and voiceover speech
  • One-to-one blogger outreach with key presentation bloggers
  • RTs across twitter, also tweeting directly"@" celebrities and royal commentators
  • Targeting Royal fan forums and wedding forums, posting links back to the youtube page and the 'leak'
  • Spoof crisis holding statement to the media apologising to the palace for the 'leak' distributed to all core media, placed on the website and tweeted via Article10 Presentations' official feed
  • Aprint and social media news release and wedding cup cake mailer aimed at key media announcing the campaign's success.

SOLUTIONS / BENEFITS

The campaign generated 244 pieces of media coverage across social media channels and online including The Telegraph, Daily Express, OK! Magazine, TalkTalk, Yahoo! News, The Drum and the Press Gazette.

The presentation attracted over 30,000 views on YouTube and the team tracked 135 campaign related tweets reaching a total audience of 178,000 followers.

Web visits during the weekend of the Royal Wedding increased to four times conventional volumes. A Google search for 'Prince Harry's Best Man Speech' showed the presentation as the 7th listing on the first page. The campaign also provided Article10 Presentations with a successful and marketable case study to showcase to investors.