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Wear a Waistcoat Wednesday | PR moments: using cultural trends and seasonal events to make the news | PR Network | 12 March 2019

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Rob Parker, digital content editor, Bloodwise

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Wear a Waistcoat Wednesday | PR moments: using cultural trends and seasonal events to make the news | PR Network | 12 March 2019

  1. 1. Wear a Waistcoat Wednesday How Bloodwise used the World Cup to raise brand awareness
  2. 2. The idea • Create a campaign around Gareth Southgate's waistcoat • Launch if England beat Sweden on Saturday 7 July • Semi-final to be held on Wednesday 11 July
  3. 3. What's the angle? • No apparent link to blood cancer • Focus on awareness rather than fundraising
  4. 4. The goal • Increase brand awareness • Increase reach among those affected by blood cancer • Only 43% prompted awareness • Soft fundraising ask
  5. 5. Planning • Began on Monday 2 July • Launch: England v Sweden on Saturday 7 July
  6. 6. The concept • Wear a Waistcoat on the day of the semi-final vs Croatia (Wednesday 11 July) • Take a photo and tag Bloodwise • Make a donation to blood cancer research
  7. 7. Preparation • Printable waistcoat
  8. 8. Preparation • Press release • “Every year about 40,000 people are diagnosed with blood cancer in the UK, the equivalent of half of the Luzhniki Stadium”
  9. 9. Response • Bloodwise community and Ambassadors • Celebrities including Simon Thomas, Nick Clegg and George Rainsford
  10. 10. Corporate response • Post Office • Marks and Spencer • Thomson Reuters Legal UK and Ireland
  11. 11. Press • #WaistcoatWednesday trends on Twitter • Twitter Moment • 70 pieces of coverage in national press • BBC, Daily Mail, Daily Telegraph, Huffington Post, This Morning, Metro
  12. 12. Stick or twist? • What's the plan if England win on Wednesday? • Southgate Sunday?
  13. 13. Income • Spend = £600 (£400 on paid social; £200 on print materials) • £6,500+ in donations • FA donated a signed England shirt
  14. 14. Reach • Double monthly Twitter profile visits • Fourth best day of web traffic in 2018
  15. 15. Awareness • Prompted awareness over the previous six months was 43% • 47% over the three subsequent months
  16. 16. Softer impacts • Mentioned by job applicants • Potential for corporate partnerships
  17. 17. What did we learn? • Reach people with a fun and interactive campaign not directly related to blood cancer • React to news events and trends • Take an innovative approach to products, campaigns and corporate partnerships
  18. 18. Thank you!
  19. 19. PR moments: using cultural trends and seasonal events to make the news PR Network 12 March 2019 London #charityPR
  20. 20. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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