Building a PR campaign: two case studiesPresentation Transcript
PR Campaign Tactics by ThreepipeJim Hawker, Co FounderLaura Allen, Account Executive
Who We Are Threepipe is a creative, effective, independent and award-winning agency that develops integrated PR and social media campaigns designed to reach, engage and influence audiences. We exist to help our clients become more successful. Since launching in 2004, we’ve grown from just two people into a team of twenty five, with expertise in consumer, sport, lifestyle, CSR and corporate campaigns with a raft of industry awards endorsing the effectiveness of our work.
The threepipe philosophy We avoid the obvious or easy solution. First, we carefully analyse the situation and think things through. Then, we apply creative inspiration and plenty of hard work to come up with the right results. (This rarely, if ever, involves us smoking pipes, but you get the picture). “It is quite a three-pipe problem”
Awards We’ve helped our clients to pick up plenty of gongs...
Best Use of Digital, 2011 Sport Industry Awards Shortlist (The Football League)
Best Use of Digital, 2010 Sport Industry Awards (England & Wales Cricket Board)
Best Use of Digital Communications, 2010 CorpComms Awards (England & Wales Cricket Board )
Best New Media & Digital Campaign, 2009 PRCA Awards (England & Wales Cricket Board )
Best CSR Campaign, 2009 PRCA Awards (Vodafone)
Campaign of the Year, 2008 PRCA Awards (Vodafone)
Best CSR Campaign, 2008 PRCA Awards (Vodafone)
Best B2B Campaign, 2008 PRCA Awards (Siemens)
Best New Media Campaign, 2008 CorpComms Awards (Vodafone)
Best CSR Campaign, 2008 Euro Excellence Awards (Vodafone)
Three D is our digital, social media and conversation division. Our specialist team is on hand to help develop campaigns that help brands to listen, engage, create and influence in the digital and social space.
Threepipe SPORT is our specialist sports division. With decades of experience behind us, we work with sports brands, sponsors and governing bodies, delivering creative, engaging and effective communications campaigns.
Sport and style have never been more closely connected. Threestyle is our division dedicated to working with sports-inspired brands looking to deliver integrated messages around performance, style and fashion. Working closely with the Threepipe Sport team, we are uniquely placed to help brands bridge the gap between sport and fashion.
Who We Work With A diverse client base, covering FMCG, food & drink, fashion, consumer products, retail, toys, parenting, online, sports, leisure and business brands.
PR Campaign Tactics
Vodafone Corporate Responsibility We work with Vodafone UK marketing and Corporate Responsibility teams to create campaigns which: Raise awareness of the positive initiatives Vodafone is undertaking to be a responsible business Encourage customers and public to use phones responsibly Wide diversity of issues including: handset recycling, responsible driving, content standards and teenage bullying...
Teenage Bullying Estimated 450,000 UK young people are victims each year Estimated 16 teenage suicides each year Over half of all primary and secondary school children feel that bullying is a problem Cyber bullying becoming an increasing problem with 42% children receiving ‘mean or threatening messages’ last year Research shows that girls (10-16 years) are far greater users of phones for bullying than boys
Campaign Objectives Encourage teenage girls to think about the negative impacts of mobile phone bullying Provide support to those being bullied Help teachers and parents to better spot incidents of bullying and provide support tools Demonstrate Vodafone’s commitment to Anti Bullying Week (November) and creatively stand out
Campaign Strategy Develop a creative platform to engage teenage girls and parents and to deliver key campaign messages Create a formal education programme to aid teacher participation and classroom engagement Work with a bullying charity to develop campaign assets and raise funds
Creative Engagement At the heart of the campaign we needed a creative idea that would engage and entertain without being preachy That would inspire participation amongst all target groups by offering something unique and exclusive Tap into the desire for self expression and creativity Online was key to: Connecting with the target audience Delivering an intrinsic capacity for interaction – comment, rating, sharing Offering a way of overcoming tight project delivery timelines Providing measurability and data capture
Joseph and His Amazing Technicolour Dreamcoat We approached The Really Useful Company Created by Sir Andrew Lloyd Webber when 16 years old Still one of the most popular school productions over the last 30 years Features a bullying storyline between Joseph and his brothers who are jealous of his new coat Lee Mead, discovered by the BBC show, popular amongst teenage girls (and mums!) and on record as having been bullied at school
Creative Mechanic Vodafone ‘Cut it Out’ competition to redesign seven new Dreamcoats to be worn on stage during Anti Bullying Week Coats to feature symbols, slogans and materials to reflect how teenagers felt about bullying Blank Dreamcoat template to be downloaded from a campaign microsite and completed with a short 50 word description before being uploaded Winning designs to be created by students from the London College of Fashion
Campaign Launch Campaign launched in September to coincide with Back to School Lee talked openly for the first time about being bullied in a series of radio and media interviews Email newsletter sent to 3,000 schools with link to a downloadable schools pack to allow competition entry as part of classroom activity (art & citizenship) Show ticket competitions placed across national family, health, celebrity and online teen media Social media outreach to Lee’s fansites
Campaign Launch Threepipe worked with BeatBullying to provide exclusive case studies to The Mirror and ITN: Teenagers being bullied Parents who had lost children to suicide Campaign website developed at cutoutbullying.com: Teaching materials Bullying advice Case studies Ticket competitions News updates Justgiving donation page Links from Vodafone; BeatBullying and official Joseph sites
Entry Response 2,000 entries to the competition from school children in three weeks Received over 50 letters from school teachers Seven regional winners shortlisted by a judging panel consisting of: Lee Mead BeatBullying Vodafone Really Useful Group London College of Fashion
Online Voting Partnered exclusively with Bliss Online for a vote to find the overall winner Bliss was offered an interview with Lee, show tickets and the valuable ‘call to action’ mechanic The vote was promoted via: Bliss magazine, Bliss Online, Bliss Newsletters Bliss Bebo & Bliss MySpace Vodafone Live! & Vodafone.co.uk Local PR with regional winners Over 40,000 teenagers registered and voted for their favourite coat designs in ten days
Anti Bullying Week Lee appeared on the GMTV sofa to unveil the winning dreamcoat Three double page spreads in The Mirror during the week featuring case study material Further coverage on ITN, London Tonight and four regional ITV stations covering footage from the theatre shows Pushing consumers to website which featured a link to an eBay auction for the coats
Competition Winners All winning schoolchildren invited to see their coat designs worn on stage during the week Meet and greet sessions took place with Lee Mead each night Photos of the winners with the star of the show sold into local media to generate further coverage
The Theatre Experience Vodafone VIP reception on opening night inviting Government & key media Charity bucket collections after every performance Campaign branding within the theatre entrance Every seat for every performance carried information about the Vodafone backed campaign Lee Mead talked about the campaign on stage at the end of each performance Over 91,000 theatre goers saw the performance throughout Anti Bullying week
CampaignResults Delivered over £400,000 AVE coverage and a campaign ROI of 8:1 All coverage connected Vodafone with Anti Bullying Week 150,000 unique visits to campaign site 40,000 emails for BeatBullying database Over £25,000 raised throughout the campaign to fund school bullying workshops in 2010
Key Learnings Partnerships are key to adding value and exclusive opportunities: Really Useful Group BeatBullying London College of Fashion Multiple touch points drive media opportunities Appealing to creativity encourages participation and media interest
Creative Consumer Campaign:The Art of Tennis
Objectives Create an impactful PR campaign to promote the Finals and drive ticket sales in the two month build up to the event Engage sports and tennis fans through editorial coverage in national, sport & lifestyle media and through digital and social media content Generate media coverage with a reach of 50m Deliver over 100,000 unique users to the ATP website Help to deliver over 250,000 ticket sales for the event Provide content for international PR exploitation
The Challenge The greatest asset for the campaign was the players themselves, with globally recognised stars such as Federer, Nadal and Murray qualifying for the tournament.
However, with extremely limited access to the players throughout the campaign, we needed a creative idea that would harness their global appeal and provide an ongoing platform for media coverage and online content, without relying on constant access for media interviews.
Creative Our idea was “The Art of Tennis”, in which each qualifying player was challenged to create a self-portrait using just his racquet, tennis balls and a pot of paint, in a process that took just 20 minutes per player. Each player was photographed and filmed creating their artwork. This would result in a collection of unique artworks from the world’s top eight players, that could be used as a standalone PR asset throughout the campaign.
Execution As each player qualified for the Finals, imagery of their portraits were provided to selected media on an exclusive basis with links driving consumers to the ATP website for more content, including behind-the-scenes video of the artwork being created.
Social media was a key channel, with Facebook, YouTube and Twitter all being used to engage with consumers and to distribute further campaign content. Influential bloggers were identified as a key audience and supplied with content, while the players themselves were encouraged to tweet to their own followers.
The Art of Tennis Exhibition A week before the tournament, the portraits were displayed in a London gallery, giving fans the chance to view them up close and for us to promote the gallery into London lifestyle media. Broadcast media were invited to the gallery to film as they created their own pre tournament features. The gallery also formed the backdrop of the official tournament draw Ceremony for national and international media.
The Tournament As the tournament began, the portraits were exhibited at the O2 and fans and media were given the chance to create their own pieces of art in the same way
During the tournament, each player’s artwork was auctioned online for Save the Children allowing us to create further stories about the popularity of the players.
Results Media Coverage:
92 pieces in the UK with a total of 172m impacts, and coverage in France, Germany, Spain, India, Spain, Sweden, Switzerland and the US
67% of media drove people to the ATP website
Attendance & Viewing:
253,123 fans attended the Barclays ATP World Tour Finals
BBC live audience peaked at 2.9m (Nadal v. Murray)
Results Digital Content:
129,247 page views (115,548 unique) of Art of Tennis website
Over 56,000 views of Art of Tennis video on YouTube
20,653 plays of video content on ATP website
47,397 views of campaign editorial on ATP website
Twitter mentions and Retweets reached over 300,000 followers
Over 2,700 Facebook likes and 400 comments around Art of Tennis content
Over 66,000 click-throughs to Ebay auction pages with 662 bids in total raising $127,755 for charity
ATP Finals Video
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