HR Tech Event
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Event sponsors can be a bit samey in the way they go about maximising their presence at shows.
And software giants aren’t usually the ones to break the mould.
But all that changed when Oracle stole the show at HR Tech Europe.
Oracle was determined to earn the lion’s share of conversation around the event. The challenge was that they weren’t the lead sponsor, didn’t have a big budget, and – with the event just five weeks away – didn’t have the luxury of time either.
What they did have was Chloe Payne’s phone number. And Chloe, Experiential Manager at Earnest, would be Oracle’s secret weapon.
Our main man Earnest had a chat with Chloe to find out all about it…
Hi Chloe. I hear you helped Oracle get 60% share of voice at HR Tech Europe with £57K. How marvellous! Tell me how you made it happen.
I don’t think you have to be the biggest sponsor, or have the shiniest stand, to dominate an event. You just have to make yourself more interesting and more relevant than anyone else.
That’s always been my maxim for cocktail parties. But how can you be scintillating at a HR Technology event?
It’s not so different from being charming at a social do. You have to understand what really interests the people you’re talking to, and focus on that. We began by creating and sharing online and social media content that gave Oracle’s view on the biggest topics on HR professionals’ minds.
We invited HR bloggers and thought-leaders to a dinner where they could discuss ideas that came up at the event. And we live-tweeted and created content inspired by the insights shared at the event. That way we kept delegates engaged throughout the two days and well after they went home.
And how did you make sure Oracle shone at the event itself?
As a sponsor, Oracle had the chance to run its own session. But rather than just shouting about Oracle’s products and solutions, we wanted to give delegates something useful. So while other sponsors made their way through hefty product presentations, we ran a fast-paced breakout session where a panel of Oracle customers and experts had 20 minutes to answer 20 of the most pressing questions in HR.
That sounds like fun
It was. We wanted to be entertaining as well as informative. There’s a lot of information to take in at big events like this and sometimes people want some light relief! One thing that really boosted our social reach over the event was a selfie booth. People could use different props, take photos of themselves and share them straight to their social media accounts.
estimated twitter impressions
SOV and dominated the social conversation around the event
views on the key post-event content piece
“Earnest really delivered on the brief, going way beyond our expectations to create a truly memorable event.”
Marketing Director, Oracle