Headline results:

  • Successfully hosted the UK’s first ever social media mash up event
  • Mash-up website received 2,000 hits during the event, 75% of which were new visitors to the infogroup/UK website
  • 2,280 tweets containing the #tfma were posted
  • Post event Infrogroup/UK’s twitter following was up by 20%

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We are really excited by the interest that was created by the mash-up – and we are keen to build on the new relationships it helped to initiate.

Andy Taylor

Head of Marketing and sales | Infogroup/UK

The challenge:

  • Info/UK had rebranded to become Infogroup/UK and needed to raise awareness of its new name and its expanded capabilities
  • The company wanted to showcase its expertise in integrating email marketing campaigns with social media, blogs and the whole digital marketing armoury

I’ve had a lot of Twitter response from people commenting on how interesting the #tfma twitter feed was to follow, as well as colleagues who didn’t attend the show but loved following the give-aways. It’s a very exciting concept and one that I’m sure will help TFM&A go from strength to strength.

Lydia Simpson

Marketing Assistant | TFM&A

What we did:

  • Infogroup/UK teamed up with Technology For Marketing & Advertising (TFM&A) exhibition – the UK’s biggest integrated marketing event – to host the UK’s first-ever social media mash-up.
  • Created a real time twitter feed pulling in all tweets containing the #tfma, bringing the latest news to online audiences and spreading the vibe of the event
  • Integrated with Infogroup/UK’s Flickr and YouTube accounts to display photos and videos taken during the event
  • Interviews with leading thinkers in the digital and B2B marketing arena
  • Set up of a social media mash-up lounge where people talking about the event could meet up and network face to face.
  • Competition prizes made available for both participants physically at the event and those who attended virally
  • Implementation of a targeted email marketing campaign, with emails sent before and during the show to get as maximum engagement.


  • Mash-Up website received more than 2,000 hits during the event, of those hits 75% were from new visitors, with the average visit lasting an impressive 17 minutes
  • 2,280 tweets containing #tfma were posted during the event
  • Email sent prior to the event achieved a unique open rate of 11.85% and the email sent during the event scored 13.99%
  • Increased Infogroup/UK with its Twitter following by 20%

Want to know more?

If you’re interested in this PR case study and want to know more about what Nellie PR could do for you, contact Ellen Carroll at or give us a call on 01392 927746, we would love to hear from you. You can also see more Nellie PR case studies.

The credits:

Client: Infogroup

Agency: Nellie PR

Campaign: Mash-Up event with TFM&A 

Timeline: TFM&A 2012

Services: Public relations, media relations, newsworthy content, online PR, social media

Video: Interview with Rick Segal, TFM&A. Views are near to 6,000.

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