Helping Fast-Growing Social Media Agency Mix It With The Big Boys

Quick reactions and expert industry comment as ‘News of the World’ is sacrificed in the wake of the phone hacking scandal

Introduction
We Are Social is an independent, global conversation agency helping brands to listen, understand and engage in conversations in social media. In its early years as a new and dynamic force, the agency needed to raise its profile and be seen doing what the ‘big agencies’ do by demonstrating its expertise, insight and thinking.

The Challenge
Velvet was tasked with identifying opportunities for We Are Social’s key spokespeople to comment on relevant high-profile stories as they hit the national news agenda, particularly those around the media and marketing sectors that would play to We Are Social’s strengths.

The Solution
It was critical to be able to move quickly and positively to breaking news stories and the subsequent public (and political) debate that follows in their wake. Velvet’s consultants worked closely with the We Are Social team to identify and analyse relevant stories, developing and approving statements and opinions pieces for the press.
One major story – the impact of the phone hacking scandal on The News of the World newspaper – was an ideal one for We Are Social to contribute to, as major advertisers started to withdraw from the publication, which was eventually closed down.

The Approach
As the first advertiser withdrew its support, Velvet contacted the general news, media and business correspondents covering the story with comment form We Are Social and access to its expert spokespeople. Our consultants ensured the agency became a key part of the story, with its opinions rapidly becoming integral to print, online and broadcast coverage.
As the news evolved, We Are Social was on hand to continue its analysis on the power of social media to effect change as more advertisers withdrew and the newspaper eventually closed.

The Results
Velvet achieved near ubiquitous coverage for We Are Social across all the mainstream media, including large sections of the BBC television and radio output: BBC News 24, BBC R5 Live, BBC Breakfast, BBC Radio 2, local radio stations, London’s Evening Standard and the all-important media, advertising and marketing trade press.