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Building a PR campaign: two case studies
 

Building a PR campaign: two case studies

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    Building a PR campaign: two case studies Building a PR campaign: two case studies Presentation 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)
      ...and won a few of our own in the process:
      • Best Small Agency, 2009 PRCA Awards
      • Outstanding PR Consultancy, 2009 CIPR Awards (shortlisted)
      • New Consultancy of the Year, 2006 PR Week Awards
      • Best Employee Programme, 2010 SABRE Awards
    • 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
       
      Charity Auction:
      • Over 66,000 click-throughs to Ebay auction pages with 662 bids in total raising $127,755 for charity
    • ATP Finals Video
    • Thank You.
      Threepipe
      43 Drury Lane
      Covent Garden
      London
      WC2B 5RT
      +44 (0) 20 7632 4800
      tellmemore@threepipe.co.uk
      www.threepipe.co.uk
      www.youtube.com/user/Threepipe