Manpower was looking to launch a campaign that would pull together their marketing strategy, sales performance and client relationships. Carve was engaged to find a way to leverage their quarterly campaign ‘Better Access’ and create an all-encompassing ‘social solution’ to answer 4 key objectives: support the sales efforts of Manpower consultants, generate more leads for the company, capture contact data for existing and new Manpower clients and to change existing perceptions of Manpower as an organisation that is not forward thinking.

1. Manpower – Ask Manpower
Case Study – March 2014

2. Manpower was looking to launch a campaign that would pull together
their marketing strategy, sales performance and client relationships.
Carve was engaged to find a way to leverage their quarterly campaign
‘Better Access’ and create an all-encompassing ‘social solution’ to
answer 4 key objectives: support the sales efforts of Manpower
consultants, generate more leads for the company, capture contact
data for existing and new Manpower clients and to change existing
perceptions of Manpower as an organisation that is not forward
thinking.

3. With multiple objectives and varied audiences Carve proposed a
Google Hangout. The idea was to have a debate hosted by
panellists with varied social media expertise and opinions around the
value of social networking. The Hangout covered expert discussions:
personal branding online, the business value of networking, social
media at work and best practice tutorials.
Complementing the Hangout and supporting Manpower’s
commitment to social business thinking, Carve created a guide
(‘Social Networks: A snapshot’), providing an insightful overview of
social media platforms and its business usage.. The guide was
designed to appeal to a diverse audience, both prospective and
existing customers. Users expressed interest in the Hangout and/or
the guide via the Ask Manpower microsite using a simple data
capture form.
Carve designed a new name and brand for the campaign – ‘Ask
Manpower’. This brand has been used for all successive campaigns,
helping position Manpower as thought leaders and innovators.

4. The project was reported at board level as being
“one of the best campaigns in six years”, resulting in
a significant increase in sales activity – 1500 calls
were made in one week, securing 445 meetings , in
effect doubling the usual number of contacts made.
Manpower was also able to capture data via the
registration microsite and now use this model for
ongoing sales activity.
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5. Founded in 2006 and headquartered in
London, Carve is a boutique consultancy
that advises some of the world’s leading
organisations on the strategic use of social
media.
Our people-first approach helps
businesses build the systemic capability
to create value through better connectivity
and collaboration. Results-driven, our
programmes include transformation
through Social Recruiting, Social Selling
and Enterprise Social Networking.