How we helped QStory become a ‘friend’ to the contact centre industry

We raised awareness of QStory's pioneering AI-empowered technology in a way their prospects found relatable

Q Story has created a technology platform that is transforming contact centre experiences. Pioneers in Intraday Automation (IDA), QStory’s use of AI is providing contact centre agents with an unprecedented degree of working flexibility. It does this while ensuring that customer service is always optimised.

QStory wanted to raise awareness of this technology and help call centre resource planners understand the benefits it offers them.

They needed a campaign that could help planners grasp the concept of IDA quickly, and remove any doubts they might have about deploying an AI-empowered solution.

We knew that contact centre planners were typically short of time, so we needed to grab their attention. We also wanted to produce content that would clearly and concisely explain contact centre automation, and encourage them to engage.

Our approach

Our approach was to provide planners with a ‘friend’ who could explain the concept and benefits of Intraday Automation.

In collaboration with the QStory team, we decided to turn the company’s Solutions Consultant, Dave Preece, into an online agony uncle. Dave would address the problems being faced by contact centre planners on a daily basis, with QStory’s IDA technology providing the solution. A veteran of the contact centre industry, Dave offered a friendly face who understands ‘the planners world’ – and could answer questions in a way they would relate to.

We decided to create a video series, called Dear Dave, which would include eight short episodes, no longer than three minutes in length.

This format enabled us to reach planners across multiple marketing channels. These included social media platforms, email, webinars and the company blog.

‘‘Dear Dave has become the most cost-effective campaign we’ve ever done. A number of things came together to make this happen. Dave himself was a star and was crucial in making this a success. The campaign needed to be headed up by someone that could be the perfect balance of knowledgeable and approachable. But Fourth Day kept everything on track from campaign planning to the final execution. They provided the expertise we needed to turn the concept into reality. Series two is already in the pipeline!”
Nick Ashmore marketing director at QStory

At a glance:

  • 46,000+ video views on LinkedIn
  • 54% of recipients clicked through to the website after receiving an email
  • £270k worth of additional services from one enquiry alone


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The multichannel appeal of the Dear Dave series helped to generate broader awareness of QStory within the contact centre planning community. Content on LinkedIn – both organic and paid, for instance, enabled QStory to reach the right audience. Videos from the series generated in excess of 46,000 views in people’s LinkedIn feeds.

Direct email campaigns also proved highly successful, with more than half (54%) of recipients clicking through to the company website after receiving each episode.



Awareness of the Dear Dave series grew to such an extent that the videos became a regular talking point in the contact centre community, stimulating conversations in sales meetings. The campaign generated requests for pilots from new prospects as well as nurturing sales enquiries from current customers. For example, after watching the series, one client reached out to ask about deploying additional services worth more than £270k annually.