C&M: TomTom Voice of UK Social Media PR Case Study
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C&M: TomTom Voice of UK Social Media PR Case Study

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C&M’s challenge was to orchestrate a Social Media and Online PR campaign to support TomTom's Voice of the UK campaign in October 2010 - in order to raise awareness of the brand amongst the UK’s ...

C&M’s challenge was to orchestrate a Social Media and Online PR campaign to support TomTom's Voice of the UK campaign in October 2010 - in order to raise awareness of the brand amongst the UK’s online audience and generate user created content through the brand’s social media channels.

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C&M: TomTom Voice of UK Social Media PR Case Study Presentation Transcript

  • 1. TomTomVoice of TomTom UK Case Studyhttp://www.tomtom.com
  • 2. IntroductionTomTom is the worlds leading provider of location and navigationsolutions and more than 45 million people use its products every day - inthe form of dedicated portable navigation devices (PNDs), in-dash carsystems or tracking and tracing solutions for fleet management.In addition, hundreds of millions of people use TomToms digital maps onthe web or mobile phones. TomTom maps cover 102 countries andterritories and 33.2 million kilometers of road across the globe.C&M’s challenge was to orchestrate a Social Media and Online PRcampaign to support TomTom’s Voice of TomTom UK campaign, in orderto raise awareness of the brand amongst the UK’s online audience andgenerate user created content through the brand’s social media channels. 2
  • 3. Voice of TomTom UK Competition Explained • The Voice of TomTom UK campaign was a one month-long search to find a new voice for TomTom devices - both via traditional media and online channels (the online component was open to contestants across the UK; the offline was for people from England, Scotland and Wales) • Budding voices were invited to submit clips of them telling TomTom their “traffic story” to the Facebook wall or tweet it to the @UKTomTom profile. The best of these entries was then judged and chosen as the Voice Of TomTom UK • The Voice of TomTom UK campaign was fronted by legendary actor and national treasure, Brian Blessed, well known for his own iconic voice • The winner of the online competition won a Brand New Renault Mégane Coupé Cabriolet, as well as having their voices recorded for use on TomTom devices • The competition served many purposes: i) keep TomTom at the top of people’s mind in the run up to Christmas; ii) grow awareness of TomTom’s HD Traffic service and; iii) promote the recently released Brian Blessed voice for TomTom devices • As well as a Voice of TomTom being found through online channels, separate Voice of TomTom UK competitions were held through local radio stations in England, Scotland and Wales 3
  • 4. Our Brief• To secure media coverage of the competition on a range of sites, to gain exposure for the brand on a variety of blogs, to capture the attention of a wide range of audiences, not just typical TomTom customers• Raise awareness of the brand on UK based sites and social media profiles by engaging with targeted influencers and generating coverage on those sites• To deliver the Voice Of TomTom UK competition using social media• Drive traffic to a competition micro site on TomTom UK’s Club TomTom site and related social media channels• Boost social followings on TomTom’s Facebook Page and UK Twitter Account 4
  • 5. Our Strategy• Use the participation of Brian Blessed as a “star vehicle” to raise the profile of the competition and brand through traditional PR tactics, but also through smart content sharing, by creating highly shareable content (videos & ads) featuring Brian Blessed - This content was then reposted and discussed, with prompting from C&M, on blogs, forums and social media channels, creating organic buzz and awareness• Run a Social PR campaign engaging with key targeted influencers on a variety of platforms such as web sites, blogs and social media channels, to raise brand and message awareness, driving traffic to a competition micro site and related social media channels - Facebook, Twitter, YouTube, etc• Supplementing this Online campaign with a dedicated, niche Social Advertising campaign that delivered CPM and CPC audio and display ads to Spotify and Facebook• Competition entries were a secondary goal of the overall campaign but we sought to enhance the competition with Social Media friendly entry mechanics, offering as much opportunity for social sharing/distribution and engagement as possible• Use Social Media and online publishing platforms as a way of driving and sustaining interest in the brand before, during and after the competition 5
  • 6. Key Campaign Properties Spotify Ad with Brian Blessed TomTom Facebook Page Voice of TomTom landing page on Club TomTom UK@UKTomTomTwitter Profile 6
  • 7. Results Overview• Secured media coverage - not only on TomTom’s usual press targets (i.e. tech and motoring sites/blogs) but an assortment of lifestyle blogs and forums as well as more “niche” outlets (e.g. voice acting blogs and competition forums)• Boosted Facebook Likes by over 1,200 and increased fan interactions compared to previous months (advertising via Facebook and Spotify was key to initial acquisition)• Increased Twitter followers by 50% on a Twitter profile that had only recently been established prior to launching the campaign• Engineered entry mechanics which were very friendly for social media and allowed for highly visible sharing of TomTom and user generated content 7
  • 8. Media Results
  • 9. Key Coverage• The quality of coverage for the campaign was very good, with a mix of tech news blogs/sites, car and automobile blogs/sites and general or specific interest sites such as “Lads Mags” and voice acting blogs.• PR coverage was important for driving traffic to the Voice of TomTom competition page, with three of the top 10 traffic referrers being a news site or blog 9
  • 10. Content ValueOur supporting content (i.e. video) wasused within news articles and blogposts to enhance and add depth towritten contentEngaging with forums such asMoneySavingExpert and listing thecompetitions on sites like Loquaxproduced instrumental pieces of self-generated coverage, resulting in asubstantially high percentage of thetotal amount of traffic driven to thecompetition pageThe coverage encompasses a goodmix of straight-forward mentions,analysis of the video, side-competitionsfor TomTom sat navs and mentions ofthe regional accents survey 10
  • 11. Conclusions• The amount of coverage generated for the Voice of TomTom UK competition was high quality, with a broad scope of different media, blogs and sites giving a mention to the competition• Continuous blogger engagement throughout the campaign, using the Social Media bulletins and YouTube video as content tools provided good returns of a range of coverage across a variety of sites, from tech industry blogs, car and automobile websites and national news sites• Having a variety of different topics in relation to the competition to talk about meant a broad range of audiences could be targeted, ensuring maximum exposure for the campaign• While PR coverage was fantastic for generating awareness of the competition, self-generated coverage through competition listings sites (e.g. Loquax.co.uk and forums such as MoneySavingExpert) was the most important type of coverage for driving traffic to the competition 11
  • 12. Social PR Results
  • 13. Social Results Increase in Facebook Likes of Increase in Fan Interactions over 1,200 compared to previous months 50% increase in Twitter followers for @UKTomTom - a brand new Twitter profile 13
  • 14. Facebook Results Interesting, re-usable user generated content Fans regularly engaging with the brand through video content and wall posts 14
  • 15. Twitter Engagement 15
  • 16. Conclusions• On a limited campaign budget, with limited supporting Social (display) ad spend, the Voice of TomTom UK campaign was superb for boosting social followings and interactions• Facebook in particular saw a healthy rise in total likes, rising by 1,233 from October (when work on the campaign started)• The follower count of the brand new @UKTomTom Twitter profile was increased by nearly 50%, with some influential followings. This is now a great platform for any future communications or campaigns• The level of engagement with Facebook and Twitter followers remained consistently high throughout 16
  • 17. Campaign Conclusions
  • 18. Conclusions• As an exercise for generating coverage and overall awareness of the TomTom brand, the Voice of TomTom UK competition was very successful• Coverage was achieved on a number of key sites, across a range of audiences and target markets. A good number of this coverage used supporting campaign collateral to add depth to their coverage (the instructional video)• A small spend on Social advertising benefited the campaign. Facebook ads were effective in driving a good number of people to the TomTom Facebook page whilst the Spotify ad was good for stirring conversations about the competition• The campaign was very effective for boosting social followings, particularly Facebook, and especially good for increasing Fan engagement, evident from the comparative number of Wall Posts during the campaign to October, before the campaign began 18
  • 19. PR Coverage Appendix
  • 20. Media Coverage 20
  • 21. Media Coverage 21
  • 22. Vertical Coverage 22
  • 23. Vertical Coverage 23
  • 24. Vertical Coverage 24
  • 25. Key Forum Coverage 25
  • 26. Key Forum Coverage 26
  • 27. Key Forum Coverage 27
  • 28. Key Forum Coverage 28