Work

Voicescape: Owning AI through definitive report and industry influencer engagement

Challenge

Voicescape is dedicated to helping public sector organisations achieve deeper engagement and more effective outcomes with their communities through intelligent technology solutions. As part of this mission, it has created AI-assisted software solutions that support registered social landlords to meet their goals. However, key competitors have fostered unfounded doubt and scepticism around the use of AI in the sector. This misinformation has the potential to hinder the sector from fully embracing the many advantages ethical AI can deliver. Voicescape sought to counter the pessimism and scaremongering. It tasked Petal & Co. with developing a campaign to challenge the negativity while highlighting the benefits of AI (alongside Voicescape’s expertise in the area).

Idea and implementation

We knew we needed to present a compelling narrative that highlights the potential of ethical AI applications, while also acknowledging the legitimate concerns some decision-makers hold.

To achieve this, we developed a major whitepaper “Embracing AI in Social Housing: Expert Insights and Frameworks for Success.”

The report aimed to address myths and misunderstandings about AI while highlighting the tangible opportunities it presents for social housing. It explores the current use of AI in social housing, the emerging trends, how challenges can be overcome and concludes by providing a set of practical principles readers can employ when engaging AI.

Recognising that success in AI adoption requires collective effort and best practice sharing, we identified, recruited and gathered insights from a diverse range of experts to create the report, including renowned futurists like Tom Cheesewright, leading AI academics such as Professor Mark Lee, and industry opinion-shapers such as Nick Atkin, CEO, Yorkshire Housing and Jon Cocker, CIO of Platform
Group.

Steven Skarratt, Voicescape’s Technical Director, joined the list of contributors, ensuring Voicescape was positioned on a peer-level with the leading subject-matter experts. Taken together, the ambitious scope of the report and inclusion of a range of independent experts acted to elevate the whitepaper from a brand-specific asset to an authoritative industry reference point.

To further leverage the authority and reach the contributors brought to the project, we developed contributor packs with bespoke content for each participant, including quote tiles and individualised webpages. This incentivised the contributors to share multiple promotional posts across their social channels, helping to organically increase the impact and visibility of the report with a highly relevant audience.

This influencer engagement activity was supported by a range of owned and earned channel activities, including:

  • A bespoke social and email campaign targeting Voicescape’s audience and database.
  • Printed versions of the report sent to key customers, industry decision-makers, and policy shapers.
  • Media coverage and feature articles in renowned titles such as Housing Technology.

Impact

  • Downloads: Achieved 80 downloads within 4 weeks of launch, 240% ahead of the quarterly target and strongly exceeding performance expectations.
  • Positive feedback: Received positive feedback from sector consultants and contributor networks, reflecting a positive shift in sentiment.
  • Overall, by addressing misconceptions and delivering a robust AI framework for the industry, the campaign successfully positioned Voicescape as the trusted voice of positivity and possibility in the social housing sector.

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