Praise-led marketing
MineOS is a data governance platform.
Its target audience are Data Protection Officer (DPO).
Tom, marketing lead at MineOS at the time, knew two things:
DPOs are overlooked, and uncelebrated.
People love celebrating their peers’ achievements.
This sparked him to launch the Top DPOs to Follow: a simple idea to spotlight the unsung heroes of compliance.
Here’s how it worked:
MineOS launched a ‘Top DPOs’ initiative & set up a nomination email address.
They asked social media followers to vote for their favourite DPOs via email.
They reached out to the most-voted ones, congratulated them, and invited them for interviews.
All of the DPOs accepted the interview, which was then published on MineOS website + LinkedIn, with a bespoke banner for each DPO 👇.
Being celebrated in the spotlight, they all re-shared the posts on their LinkedIn, amplifying the reach of MineOS.
Free, organic influencer marketing!
PS: Tom writes an awesome marketing newsletter.