THAT’S A WRAP: OUR TOP CAMPAIGNS OF 2018
By SCOTT TEHRANI
That’s a wrap: Our top campaigns of 2018
As more brands than ever target influencers with unique messaging, data and visuals, it’s knowing what really works for different sectors and media channels that results in campaigns that will really cut through the noise.
This year, through objective mapping, strong creative flare and solid media relations, the Content & Communications team have been busy executing an abundance of successful campaigns to ultimately increase brand awareness in the relevant spaces for our clients.
Here we look at our best 5 performing campaigns of 2018, including our approach, how we’ve overcome challenges and changed tactics to ensure we delivered, and sometimes greatly exceeded, our proposed KPI’s.
Suit Direct’s ‘Words That Suit Your Region’
This October, we created a light-hearted campaign that was guaranteed to engage public interest and highlight a widespread debate.
This was achieved by third party research of 2,000 adults to reveal what words truly divide the nation, with the aim to earn exposure in national media that referenced our client Suit Direct - experts in formal menswear. With the brand’s target audience of males in their 20’s-30’s, national media was the perfect target for raising brand awareness.
The data revealed a strong difference in regional opinions that effectively worked as the news ‘hook’ for the campaign. Supported with an infographic presenting the key findings and words that cause the most disagreement, the content was seeded out in press release format and soon achieved a total of 84 pieces of media coverage, including The Times, The Sun and The Scottish Daily Mail with an average domain authority of 49.
The data was also featured on The Sun’s Snapchat story platform with a reach of 6.7 million that also included a voting option for viewers that prompted 55,000 to submit their own opinions. In total, the campaign achieved a potential social reach of over 10 million and was featured in over 50 regional newspapers, which was significantly higher than the five items of coverage proposed in the campaign’s KPI!
All Car Leasing’s ‘Boozy Christmas Menu’
Following the success of a previous campaign for All Car Leasing to expose how much everyday alcohol-infused foods a person can eat before being over the national limit to drive, (which includes just two tiramisus, by the way) there was a huge opportunity to expand the campaign to reveal which foods people enjoy at Christmas that also contain traces of alcohol that would also result in not being able to drive home.
Having released the original campaign just a few months earlier, this campaign was to ‘piggyback’ off its success, but needed something with a little more substance to capture journalist’s attention this time around. To do so, the Christmas campaign held much more of an awareness message, and a focus on making people aware that by having one alcoholic drink during your meal accompanied by food that contains traces of alcohol you could potentially be taken over the drink drive limit.
With the aim of positioning All Car Leasing as a market leader in the auto leasing sector with an increased awareness of the All Car Leasing product offering through exposure in relevant media, we worked with our internal data analyst team to ensure the data was as unique and accurate a possible. This included working out the alcohol quantities in different seasonal foods including:
- Bloody Mary Prawn Cocktail
- Chicken Liver Parfait with Brandy
- Cranberry & Port Sauce to accompany the Sunday dinner
- Red Wine Gravy
- Brandy Glazed Carrots
- Beer and Rosemary Roast Turkey
- Braised red cabbage with cider and apples
- Drunken Brussel Sprouts
The food options were also demonstrated in a unique menu-style infographic include proved to be a huge hit and soon received media attention from journalists in the lifestyle, current affairs and motoring sector. The campaign received a total of 182 pieces of coverage, featured on The Independent and The Metro resulting in 166 new linking domains links (160 followed links & 6 no-followed links) and an additional 14 brand mentions (including The Guardian) and two pieces of national print media (Daily Star & The Sun).
Manning Stainton’s ‘First Time Buyers’
Securing a new client is always an exciting time, and when it comes to producing a client’s first campaign it’s important to get to know the client and their products/ services before creative mapping.
For local property experts Manning Stainton, we knew we faced huge of competition when it came to discussing the housing market, with huge studies from the likes of Savills and Rightmove consistently featured in the media. To gain coverage and awareness for the company, the team came up with a strategy that would combine third-party data and expert commentary from Manning Stainton to create a guide on which cities are best for those looking to get on the property ladder.
By combining insights from HM Land Registry and Zoopla, the team were able to calculate which top cities in the UK would provide first time buyers with the best possible value for money.
The data included the average price (per square foot) of a first time buyer’s property across the top 20 cities in the UK, which helped create a simple ranking system. Revealing Bradford, Belfast and Liverpool as the best value for money, the results were outreached in a simple but effective press release and listicle design format.
With a headline of ‘Estate agent reveals cheapest places to buy a house’ featured in The Mirror online, the media coverage went far beyond the expected regional media titles. In total, the campaign earned a total of 27 pieces of coverage including The Daily Mail, Property Wire & The Property Reporter.
Hitachi Capital’s ‘Business Owner Welfare Report’
Hitachi Capital Invoice Finance have been a content & communications client for almost three years and a long-standing client of twentysix. As a business services provider with a B2B target audience, previous campaigns have traditionally had a strong focus on timely business insights, focusing on topics such as ‘The Cost of Contract Rejection’ and ‘Should Britain Adopt an August-Style Shutdown’. Though the campaigns were consistently successful, the team felt there was a bigger opportunity to branch out campaign content by moving away from financial trends.
Following an ideation session, one idea was to create a campaign which focused on mental health, particularly to highlight the importance of looking after yourself as a business owner. To do this, it was important to get real-life insight into how business owners feel.
A 500 business owner omnibus survey was conducted that gave us insight into:
- How running a business affects wellbeing
- How much family time a business owner misses out on
- Regional and age splits
The data was then passed onto the data analytics team for an in-depth review, producing more detailed highlights to draw from. The breakdown was then translated into a ‘white paper’ report that would sit on the Hitachi website to provide business owners with further insight.
Using the report to link back to the invoice finance homepage, a press release was sent to major business and national publications that went on to achieve 16 pieces of coverage on the likes of HR News, London Loves Business, SME Web and printed in The Independent.
NHS’s ‘B Positive Choir’
Not forgetting our social-lead campaigns, one of the most rewarding and powerful pieces of work to come out of the Content & Comms team this year was the opportunity to work with our longstanding social media client NHSBT to raise awareness of sickle cell disease.
As a collaborative project, NHS tasked us with setting up and managing the social channels for the B Positive Choir, a group they put together and then entered into Britain’s Got Talent. The group made it to the final and did subsequent successful performances.
Our activity to help maximise the group’s reach included:
- Live social throughout the live shows
- Setting up and managing the accounts
- Live social posting during the NHS70 concert at York Minster
This helped to generate a community from scratch, including 2,364 Instagram followers and 1,762 Twitter followers, and saw a huge increase in engagement and traffic to the blood.co.uk site during the live shows.
This was achieved by reacting quickly and understanding the correct tone of voice for NHSBT. The team took the initiative to ensure that we were reacting to opportunities as and when they came in, particularly last minute tasks like attending the NHS70 concert in York.
2019 is going to see a continued increase in content investment for global brands and ongoing importance of content for SEO visibility, brand awareness and engagement. We have a wealth of campaigns in the pipeline and we're excited to deliver great results from them for our clients!