A campaign to launch Adecco’s latest thought leadership report, Humans vs Robots, exploring the potential impact of AI on the workplace.

Overview

Octopus Group was approached by Adecco, as part of our ongoing relationship, to help with the launch of its latest thought leadership research report, Humans vs Robots. As well as supporting with the creation of the research questionnaire, the team analysed the resulting data, developed the core media angles and devised the media strategy. Given the level pre-existing media commentary about technology in the workplace, the biggest challenge was ensuring our media angles were new and interesting.

Approach

Our media strategy revolved around drip feeding the news through a series of press releases on the key themes of the research. Over the course of a few months, we maintained a consistent drum beat of coverage based on these releases, as well as using the research to comment on breaking news stories and writing by-line articles. The campaign resulted in over 160 pieces of coverage across the period, including pieces in City AM, Huffington Post, Information Age and the Global Recruiter.

Services used
Brand Ideation
Campaign Planning
Content
Demand Generation
Design
Digital
Events & Experiential
Messaging
PR & Social Engagement
Research & Insight
The two tribes of marketing
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