The Crowd &I was introduced to RIFT Accounting just after it launched, given the welcome task of positioning the Managing Director, Jane Ollis, as the face of the brand. We had a clear brief of crafting a campaign that inserted Jane into the public conversation about small businesses and their accounting practices.
We empowered Jane to effectively communicate her opinions on key issues and seeded her commentary via a highly targeted strategic paid, earned, shared and owned content plan. Bylines were rapidly secured across a range of influential publications including The Guardian, Real Business and The London Economic. It wasn’t just appearing on these sites that built the brand a reputation – it was our specific strategy around how to amplify the content on platforms such as LinkedIn.
Thanks to The Crowd &I’s program, Jane’s views have reached over 1.5 million people. But it is not these numbers that we value – it’s that fact that when the budget was announced this year, RIFT received unprompted questions and queries from the small business community asking Jane: “What does this mean for us?”. Confirming that Jane’s opinion had become much respected and sought after.