Article 10
Viral video to global news
Harry Leaks - Prince Harry's Best Man Speech
Objectives
Article10 Presentations wanted to bring its brand positioning,
as a dynamic, young and creative business presentation design
agency, to life in a way that showcased the
company's expertise and demonstrated the untapped potential of
PowerPoint. The campaign had two core objectives:
- Raise brand awareness with business and consumer audiences,
with a particular focus on the media, PR, marketing and
advertising
- 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 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:
- An email 'leak' from a fictitious Article10 work experience
placement student to Ptarmigan Bell Pottinger
- 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
- Twitter campaign
- Seeding activity
- Media relations
Results
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.