The Gold Standard Award for Social Media Communications

Winner: ASDA’A Burson-Marsteller – New ways to connect with #AvayaEngage

In 2016, Avaya, the global leader in business communications software, systems and services, sought to create a global showcase to demonstrate to its partners and customers how its innovations were driving their business transformation. Avaya ENGAGE, a four-day event held in Dubai, brought together senior Avaya executives, industry leaders, technology innovators and key decision-makers to deliver insights into the latest trends in the sector and the possibilities they offer.

Avaya wanted to align all communications across online and traditional media. The main challenge was that, despite its presence in the digital sector, Avaya stakeholders were not particularly engaged on social media. The agency therefore had to devise innovative ways to draw them in and keep them engaged with the event.

The goal of Avaya ENGAGE was to introduce partners and customers to the latest Avaya solutions and explain how they can take their customer experience to the next level, while also driving efficiencies in manufacturing and human resources.

The social media goal was to connect with the Avaya audience from partners, customers, potential partners and customers, Avaya employees and online media, along with social media tech influencers.

The approach was simple: ahead of the event the campaign promoted customer stories that showcased the real-world effects of using Avaya solutions. This came in the form of ‘teaser’ copy that encouraged potential customers and partners to know more about the case studies and the technology behind them.

Content was shared across all social media platforms, with a core focus on Twitter, while tagging all partners and customers featured in the case studies. This way the content reach was multiplied by partners, while encouraging conversation between media and tech-savvy Twitter users.

The hashtag #AvayaEngage was used across all content published by the Avaya platforms, while Avaya’s social media team ensured all the global Avaya teams were aligned. This helped the content spread exponentially to every corner of the world where Avaya operates.

The second phase, during the event, saw a giant social media screen erected at the venue so exhibitors could see their content coming to life on the big screen. This Twitter Wall encouraged exhibitors to take more pictures, share quotes and tweet about their experiences during the event.

The social media team also took various videos and testimonials from exhibitors and shared them across social media platforms, providing great material for partners, customers and employees to share on their own social pages.

With no media spend across any platform, through the right mix of content delivered via the right channels to the right audiences, the event successfully engaged with the desired partners, media, customers and employees across all markets.

The hashtag was successfully trending for two days as number one in the UAE —with no media promotion budget for content — reaching 7,666,789 impressions on Twitter alone, with over 8,788 views of videos.


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