Qlik: Where do CEOs come from
Qlik wanted to become a genuine thought-leader to businesses. To get its technology into their hands we needed to develop a story that would resonate with a mainstream, yet business-focused audience.
Our integrated approach focused on researching the backgrounds of FTSE 350 CEOs – the first time this has been done ever before. To do this we mined company reports, Googling publicly available information. This data (date and place of birth, education, previous roles, tenure, etc.) was then plugged into Qlik’s own technology and custom-built app to unearth untold facts and trends.
From these insights we were able to craft a news story, thought-leadership bylines and tips and advice articles from Qlik’s UK MD sold in to tier one business media.
Next, we digitised the insights and uploaded them to a specially built microsite and developed supporting collateral including an infographic charting the snakes and ladders Board Game to becoming a boardroom CEO alongside the media story.
The story went launched with the app itself embedded on The Guardian Business homepage and saw print coverage in the FT as well as articles in The Daily Telegraph, Forbes and business and trade media titles including Computerworld, Management Today and New Statesman. Social media activity helped to drive 1,200 visits to the microsite where the app was accessed 17,000 times within one month.
The campaign was also crowned award wins for Best City & Corporate Communications at the PRWeek Awards and won Best Corporate, Financial and Investor Relations at the PRCA Awards as well as nominations at the B2B Marketing Awards, CIPR Excellence Awards and SABRE EMEA Awards.