Speech intelligence company gweek was launching its consumer app, helping people to understand the components of speech and improve their speech confidence and delivery for all aspects of life.
The consumer tech company was looking for a PR campaign that connected with potential users of the app – i.e. anyone with a voice – to drive awareness and downloads.
To convert coverage to actual downloads, it was critical to connect emotionally with the end user. Our ‘Love Your Voice’ campaign identified that Brits are lacking speech confidence and encouraged the nation to find and master the secret power they hadn’t trained – the ability to speak with impact, for love, life and work. The most improved speaker would become the voice of gweek on the radio.
Our campaign started with ‘The Umm Report’ – an in-depth study and social experiment revealing that the UK is a nation of under confident speakers, littering sentences with pointless fillers like ‘umm’ ‘err’ and ‘so’ and directly impacting the way speaker is perceived.
Working with the author of The Art of Conversation, we took our story to media. It went everywhere. Coverage spanned nearly all national titles, eight in total, and included a full page in the Daily Express.
We secured four TV pieces – BBC Breakfast, BBC World Business, Sky News and BBC News – and due to the nature of the app we put a focus on radio, securing more than 70 pieces in total including BBC Radio 4’s Today Programme, BBC Radio 2, Radio 5 Live, Talk Radio and BBC Tech Tent.
The campaign worked. In the first two hours of our launch the app received more downloads than the entire 24 hours before (where it was being promoted via traditional digital marketing). And we’re not done. Still to come includes CEO profiling, thought leadership and a regional campaign, plus the start of our press office.
Erm… watch this space.