LEADGEN A SEED PLATFORM FOR GENERATING LEADS NEEDED TO INCREASE PARTICIPATION. WE FOUND TEACHING TO BE THE BEST WAY FORWARD.

One of HCL’s seed platforms, LeadGen enables employees to submit leads and get rewarded when they turn into business. The LeadGen platform had reached a plateau. Awareness had created a pool of active participants, but no real growth was happening. We looked at possible ways of expanding participation and realised that there may be many employees who don’t know how to identify a potential lead. Thus was born the idea of Spot The Lead. Why not teach everyone how to spot a potential business lead. We created a whole series of emailers and print collateral, and the result was a much bigger base of active participants in the seed platform. The campaign extended into new phases, and is still running after a year and a half.

It began with a contest to spot leads.

 

 

We started to educate employees about how to spot a lead, and took it a step further.

 

A whiteboard video was created elaborating the ways that a lead can be spotted. We ran a contest around watching the video that garnered many first time participants.

 

 

 

 

We gave them more reasons to watch the video and start spotting leads.

 

 

 

To increase engagement, we hid a lead (a dollar sign) amongst screenshots of the video, and offered hints and rewards for the first few to spot the lead.

 

 

After a year and half, the campaign is still going strong.