Challenge
Position Behave at the forefront of the AI adoption conversation, launching its proprietary solution Reveal AI Adoption™ and driving generating industry-wide debate around the human barriers to AI in the workplace.
Our Approach
Propeller worked hand-in-hand with Behave, shaping their editorial direction, and bringing The RenAIssance – a flagship research report - to life. To do so we:
- Editorial Strategy: Collaborated to craft the story and delivered the initial draft of the 4,000-word white paper
- Research & Insights: Commissioned and coordinated research with Censuswide, surveying 1,200 professionals (including both C-suite leaders and white-collar workers)
- Expert Interviews: Conducted interviews with senior stakeholders across advertising, finance, and technology to dive into the real-world impact of AI
- Roadmap Presentation: Helped translate Behave's AI adoption roadmap, powered by their Reveal AI Adoption framework™, into actionable insights within the report
- Launch: Managed the press activity, created a tailored media release, and supported the launch event to amplify Behave’s message
RESULTS
- Total of 18 pieces of coverage across Nationals, and HR, tech, and business trade media, including titles such as Raconteur, The Times, Media Leader, Marketing Week, HR Review, Management Today, and FutureWeek
- Campaign reached an estimated audience of over 1.3 million
- Coordinated journalist event attendance and delivered several media interviews and profile pieces. Alongside multiple speaking engagements.
Campaign established Behave as a trusted voice in AI adoption and has already sparked multiple commercial conversations
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