Manpower – Ask ManpowerCase Study – March 2014

Manpower was looking to launch a campaign that would pull

together their marketing strategy, sales performance and

client relationships. Carve was engaged to find a way to

leverage their quarterly campaign ‘Better Access’ and create

an all-encompassing ‘social solution’ to answer 4 key

objectives: support the sales efforts of Manpower consultants,

generate more leads for the company, capture contact data

for existing and new Manpower clients and to change existing

perceptions of Manpower as an organisation that is not

forward thinking.

The Challenge

With multiple objectives and varied audiences Carve proposed a

Google Hangout. The idea was to have a debate hosted by

panellists with varied social media expertise and opinions

around the value of social networking. The Hangout covered

expert discussions: personal branding online, the business value

of networking, social media at work and best practice tutorials.

Complementing the Hangout and supporting Manpower’s

commitment to social business thinking, Carve created a guide

(‘Social Networks: A snapshot’), providing an insightful overview

of social media platforms and its business usage.. The guide

was designed to appeal to a diverse audience, both prospective

and existing customers. Users expressed interest in the

Hangout and/or the guide via the Ask Manpower microsite using

a simple data capture form.

Carve designed a new name and brand for the campaign – ‘Ask

Manpower’. This brand has been used for all successive

campaigns, helping position Manpower as thought leaders and

innovators.

The Solution

The project was reported at board level as

being “one of the best campaigns in six

years”, resulting in a significant increase in

sales activity – 1500 calls were made in one

week, securing 445 meetings , in effect

doubling the usual number of contacts made.

Manpower was also able to capture data via

the registration microsite and now use this

model for ongoing sales activity.

The Results

Click infographic to see high

resolution

About us

Founded in 2006 and headquartered

in London, Carve is a boutique

consultancy that advises some of the

world’s leading organisations on the

strategic use of social media.

 

Our people-first approach helps

businesses build the systemic

capability to create value through

better connectivity and collaboration.

Results-driven, our programmes

include transformation through Social

Recruiting, Social Selling and

Enterprise Social Networking.

Thank you for reading. If you’d like to do work with us, please click on any of the buttons below.