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RampRate - "Every Time You Vote Against Net Neutrality, Your ISP Kills a Night Elf"

Challenge

RampRate Sourcing Advisors is a San Francisco-based IT outsourcing and research firm centered around Internet bandwidth. One of its main marketing strategies has been to promote its research to help identify new prospects among the Fortune 500 and global media brands that use large amounts of Internet bandwidth.

  • Conveyed thought leadership to enhance credibility.
  • Raised visibility among prospective buyers of high-end service.
  • Generated traffic that converted to leads.
Solution

Pre-release eight-page white paper on controversial Net Neutrality legislation and its potential to cripple the US videogame industry because of an extraordinary rise in bandwidth costs that could be passed along to the consumer. Target thought leaders first, then use their imprimatur to court larger editorial blogs and traditional media.

Results
SocialRadius leaked the white paper to 50 bloggers on a Sunday during a holiday week. By Wednesday, more than 300 posts were written. The impact on the search engines can still be felt today, more than two years later.
  • Of 100,000 search results on topic, RampRate has 8 of top 10 spots.
  • Today, the same search has 8 of 10.
  • Raised visibility among prospective buyers of high-end service.
  • Generated traffic that converted to leads.