The Christmas season is nearly upon us, meaning very soon, work (and any form of responsibility) will be nothing but a hazy blur, sweetly soaked in brandy sauce. But before you pack up your desk and ‘x’ all those tabs, have you given any thought to your goals for 2017? Maybe one of your campaigns went a bit Pete Tong, or a big brand investment didn’t hit the ROI, like you thought it might…
Just like delivering the perfect Christmas dinner, an award-winning social campaign isn’t something you can just ‘wing.’ It requires skill, careful analysis, a passionate team, creative flair, and the ability to watch over every little aspect with meticulous detail. Here at myclever™, we get the methodology just right. So right in fact, that our clients stay with us for an average of three years.
Our obsessive team of creatives specialise in turning tricky social briefs into powerful digital campaigns, and in 2017 we want to partner with more brands to solve their everyday challenges. Want to know more? We’ve collated some of our most lauded campaigns from the past 12 months. It doesn’t have to be big, but it does have to be clever.
The Co-op Bank – It’s Good to be Different
Bagging two accolades (so far!) this year, our ‘It’s Good to be Different’ campaign for The Co-op Bank is now a multi-award winner.
We worked with The Co-op Bank to build credibility and attract new-to-bank customers with a compelling current account proposition. The strategy leveraged the social impact of real people making a positive difference to other people’s lives and communities. So, we found a number of suitable stories that embodied this difference and chose one for each audience segment.
The social campaign successfully amplified the Everyday Rewards campaign to the target audience, achieving over 37 million impressions on Facebook alone.
Impressively, 52,000 of the campaign’s 95,000 engagements came from one individual post, featuring our Homeless Hairdresser – beating the Bank’s previous best performing post of 3,400 engagements. Because of this story’s success, we optimised so all segments were exposed to it. Over 11.5 million video views more than trebled the 3.5m target.
As well as meeting the objectives for the social component of this campaign, we produced an arsenal of content that positively reinforced the different proposition of The Co-op Bank: its customer-led ethical policy, its belief in people who make a positive difference, and its willingness to support positive causes.
British Red Cross – Don’t Stop at 999
Another successful campaign to come from 2016 is the British Red Cross – Don’t stop at 999 campaign we created to reach a students – a new audience for the charity – across the UK. We worked with British Red Cross to create a socially-led campaign concept. It was designed to instil confidence in the audience, and equip them with the knowledge they might need to step in and help in a first aid emergency. The quiz catered to two hypothetical life threatening scenarios; finding a person with severe bleeding, or who is unconscious and unresponsive.
All content was served as part of a targeted paid media campaign across Facebook. It was designed to spark conversation and curiosity, as well as driving users to a dynamic microsite, before finally delivering a clinically accurate educational video which received a total of 574,261 views. (1p cost per view)
The microsite gained 91,000 clicks from the Facebook ads, 15% of which were organic, driven by users sharing and tagging friends. There was a total of 75,000 plays of the quiz and nearly 50,000 new student emails acquired for remarketing at just 45p. (CPA)
Seagate – Gears of War Competition
Seagate approached us with an exciting campaign opportunity; leverage their partnership with Microsoft and capitalising on the latest high profile release in the genre-defining Gears of War series: Gears of War 4. Using our knowledge of Seagate’s already existing gaming audience, their behaviours and interests, we produced and built a microsite that hosted a competition targeted at US and German audiences with a focus on valuable lead generation and increasing engagement and website clicks.
Using official Microsoft GoW assets / creative and the passions of Seagate’s gaming fans, we were able to engage with and target the audience with messaging that was centred not only around the game and competition prize, but the company’s Microsoft-approved product: the Game Drive for Xbox.
We successfully amplified this campaign through paid media and organic activity, and converted 85% of people who were referred to the microsite, exceeding the initial 25% conversion rate forecasted. This meant we managed to achieved 118% of the target registrations for the campaign and converted 25% of those registrations to newsletter subscribers.
So that’s them, now what about you? If you think you have a tricky brief that needs solving, you’re in the right place. Everything starts with a hello. Call our lovely team on 0161 236 6659 or email us at firstname.lastname@example.org. Have a great Christmas and New Year!