Marketing support and digital relationship building

Concur® is the world’s leading brand for integrated travel, expense, and invoice management solutions, driven by a relentless pursuit to simplify and automate everyday processes. The highly-rated Concur mobile app guides employees through business trips, charges are directly populated into expense reports, and invoice approvals are automated.

Concur MENA (Africa and Middle East) aimed to increase brand recognition among CFO/Finance and HR C-suite.

The Bait

We executed a combined PR and digital campaign focused on elevating brand positioning and cementing relationships. We developed a series of thought leadership articles and news announcements for a steady cadence of media mentions, supported with monthly blog articles.

We created a LinkedIn group called The CFO Intrepid (organically) targeting C-suite audiences in the finance and HR sector, building a network of likeminded individuals and business professionals, and provided live speaker sessions and interviews. We partnered with key associations and bodies for engaging panel discussions and third party social media amplification. Lastly, we sourced, interviewed, and developed customer success stories in creative content packages.

The Sinker

  • 300 organic subscribers to the Concur LinkedIn group and creation of own networking platform with engaged C-suite finance professionals
  • Highest media coverage by country for Concur in 2020
  • 300% increase in media KPI coverage targets
  • Three customer success stories developed, including video, case studies, press articles, social media and branded emailers
  • Monthly specialist press articles for key industry publications

“Concur has worked closely with Hook, Line & Sinker for the past two years. They have helped us with several marketing, social media, and public relations opportunities for both our Middle East and African markets. We loved their creativity, quick delivery and most of all, positive & fun attitude in helping us execute an intense marketing rollout.”

- Claire Asman, Concur Marketing Manager for MENA region.