As an official licensee of London 2012, Royal Mail wanted to gain strong share of voice around the Olympics conversation on Twitter and build awareness for its London 2012 commemorative stamps featuring Team GB gold medal winners. Within a few hours of every Team GB gold medal win, Royal Mail debuted the commemorative stamp design as well alongside creative, engaging content. Royal Mail also painted its iconic Royal Mail red post boxes in the athlete’s hometown the colour gold, creating a local element to their campaign.

1. Shouting loud
Abby Guthkelch
Head of Digital Communications &
Planning
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2. Our objectives
• Gain strong share of voice
around our London 2012
conversation
• Engage new audiences with
our brand and products
• Build a long term community
to establish two-way
conversations
• Raise awareness of our
newest consumer-facing
Twitter channel
• A PR-driven campaign to
boost sales of gold medal
stamps
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• A truly integrated campaign
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4. #goldmedalstamps
• Official licensee vs.
sponsor
• 24hr dedicated Comms
team
• Promoted Twitter activity
• Active monitoring of
London 2012 topics and
influencers
• Debuted our stamps on
social media channels
• Broadcast coverage
created spikes in
conversation
• Earned celebrity
endorsement
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•4 A true real-time campaign

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6. #goldpostboxes
• 110 postboxes painted gold
• Their own website
www.goldpostboxes.com
• Sustained the baseline brand
buzz as well as provided climax
at national and local level
• Earned celebrity endorsement
• The campaign organically built
awareness by inspiring user-
generated photos
• Cross-generational engagement
• The conversation continues…
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8. Results
• £11.6m = total AVE of campaign (#1)
• 715,202,891 = total reach of
campaign
• 6.5m additional earned Twitter
impressions
• 3,300% increase in Twitter
followers
• 29.5k mentions and retweets
• #goldmedalstamps trended in
the UK
• 16% share of voice on social media
(#2)
• 25k referrals from corporate
website to stamps sales channel
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250k views to
www.goldpostboxes.com
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