DigitalParade Presents Graebel – Mad Hatter

The #IMmad Hatter campaign offered Graebel (‘InsideMOBILITY’) an opportunity to galvanise and engage Heads of Global Mobility programmes, who normally operate in a traditionally siloed industry.

By encouraging key decision makers to follow the white rabbit, DigitalParade opened up a new wonderland of opportunity for both them and DigitalParade’s client, Graebel.

digitalparade-mad-hatter-campaign-case

Objective
Presented The objective of the Mad Hatter campaign by DigitalParade was to outreach to prospective and existing clients in the Global Mobility, HR and Reward sector, to come to the ‘must attend’ event of the year, showcasing the value of Graebel and Inside Mobility.

imadhatter-graebel-follow-the-white-rabbit

Approach
DigitalParade delivered personalised ‘mad hats’ directly to the desks of VIP invitees, prompting them to share a picture and comment on social using #IMmad.

LinkedIn was the main focus and they produced multiple pieces of content before, during and after the event to propel the campaign.

Results
There were over 100 registrations with over 80 people in attendance, achieving 40,000 organic impressions on the company social media posts alone. The company is now set for a potential £18m windfall from the event leads.

graebel-mad-hatter-tea-campaign

Further to this, they’re also nominated for this campaign in the 2018 Drum Marketing Awards for B2B Integrated Campaign Strategy of the Year.


About DigitalParade

Leading creative agency, DigitalParade offering an integrated approach across social media, digital marketing, design & video delivering brand & business impact for its clients.

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