With so many messages cluttering clients’ inboxes during the holiday season, Cision, a leading provider of software, services and solutions for communications professionals and the media, asked MarketSense to create a holiday e-greeting that would stand out from the rest. MarketSense’s strategy was to create something interactive that would get recipients involved in the message, thus supporting Cision’s leadership position in social media strategy and solutions. The agency created a video featuring a number of Cision employees communicating their wishes — from heartfelt to humorous — for the holidays. After viewing the video, recipients were encouraged to share their own holiday wishes via the #prwish Twitter hashtag. The e-mail garnered a 21% open rate and numerous Cision customers used the hashtag to convey their sentiments. Cision received overwhelmingly positive response via the hashtag, e-mails and blog posts.
