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.
Shouting loud Abby Guthkelch Head of Digital Communications & Planning‹#›1
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‹#›• A truly integrated campaign2
#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 ‹#›•4 A true real-time campaign
#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…‹#›6
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•‹#› 250k views to www.goldpostboxes.com8