Avaya is a global leader in business communications software, systems and services. Yet, its core stakeholders were not actively being engaged on social media. A challenge was set for the Agency to devise innovative ways of drawing stakeholders to the right channels and keep them engaged as well as drive footfall to Avaya's global showcase event, Avaya ENGAGE, a four-day forum in Dubai.
While the primary goal of Avaya ENGAGE was to introduce partners and customers to the latest solutions that help take the customer experience to the next level, the key was to make it appealing and engaging.
The strategy: share customer stories that showcased the real-world impact of using Avaya solutions. Content was shared on social media platforms, primarily Twitter by actively identifying and tagging the partners and customers featured in the case studies. Tight, punchy teaser copy was developed to encourage stakeholders to know more about Avaya’s customers and how their business problems were solved using Avaya solutions.
A giant social media aggregator screen at the venue ensured that all content came to life in real-time while a Twitter Wall encouraged participants to take pictures and share quotes.
With no media spend across any platform, and only through a focus on the right mix of content, the event succeeded in engaging the target audience. The hashtag #AvayaENGAGE was top trending in the UAE for two days reaching over 7.67 million impressions on Twitter alone. The videos gained over 8,788 views.
The Agency’s work was honoured with Avaya awarding us the Social Media Partner of the Year.