BEST DIGITAL MARKETING CAMPAIGN
Bathroom Manufacturers Association – BMA multimedia content strategy
The Bathroom Manufacturers Association used a multimedia content strategy to enable it to act as a small media company to disrupt and hold the attention of prospective customers and stakeholders.
The objectives were threefold:
1. Improve existing members’ engagement
2. Increase our influence as a trade body with critical stakeholders
3. Attract new members to the association
The first step was an overhaul our website, creating a better user experience for members and using a stream of new content and a new events booking format to make it feel fresh and relevant.
The second step in the multimedia content strategy was to produce video content. With just a £3k budget, we made one day of studio filming stretch to produce six months-worth of video content. The third step of the plan involved improving our social media presence. We removed old content and started using videos to drive a new ‘thought-leader’ image. This resulted in our LinkedIn community increasing by 71% in 2020 to 2,318.
The association has attracted new members, with contact being initiated following the viewing of our videos.
We have increased membership revenue by 13%. This represents an almost 5x in-year ROI for the multimedia content strategy.
BBC StoryWorks and Innovate Finance – Innovation in Finance
Fintech might feel like an inaccessible concept to many, but in reality financial technology is transforming everything we do, whatever our walk of life. This series brings to light the innovations that are re-shaping our world – from bringing online banking to the most rural parts of India and helping the homeless access credit, to making mortgages more accessible and removing barriers to sending money overseas. Through a series of short films featuring a wide range of human stories from across the globe, alongside a podcast and a documentary featuring some of Fintech’s biggest names, ‘Innovation in Finance’ explore the power of technology to revolutionise how we interact with our money, data and ultimately, our future.
EIT Health InnoStars – “Making Connections” Platform Digital Marketing campaign
We saw a need to allow those working in COVID-19-related research, product development, and frontline healthcare to share their on-the-ground needs and solutions. We launched the “Making Connections” platform allowing individuals and organisations to share their “offers” or “asks” to facilitate the sharing of resources within the health and innovation community. Being aware of development gaps among healthcare systems in Europe, as well as varying access to resources, a special marketing campaign was launched to involve innovators from more emerging markets in Central-Eastern and Southern Europe. The aim of the omnichannel campaign was to increase the number of valuable “asks” and “offers” on the EIT Health COVID-19 Matchmaking platform coming from InnoStars and EIT RIS countries, and as a result to increase the chances for “matches ”. The overarching template of the campaign, redirecting to the Matchmaking platform, was: “The best fighters are not alone; They have the best-equipped teams to win battles; EIT Health gives the tools to fighters to fight COVID-19; Together we win” The digital media campaign resulted in 30K clicks, 2M people reached via social media, and more than 40 publications in 10 countries, including interviews and expert articles. The video reached 104K views on SM.
International Hydropower Association – IHA’s 25th Anniversary Digital Marketing Campaign
The International Hydropower Association (IHA) celebrated its 25th anniversary on 16 November 2020. This significant milestone offered the association a chance to reflect on its achievements and future direction, at a critical turning point in our history.
For the last 25 years, IHA has represented leading international hydropower organisations on the world stage – and has grown to represent a third (450 gigawatts) of global installed hydropower capacity.
Under new leadership, with a new CEO, new President and Board, and with many new staff members, the IHA Communications Team designed and implemented a special digital marketing campaign to leverage this key milestone for a variety of business objectives.
This manifested in the launch of a new membership charter emphasising our commitment to helping members deliver hydropower projects which are responsibly developed and operated. The campaign successfully capped IHA’s transition to becoming a more values-focused organisation.
National Hair & Beauty Federation – Hair & Beauty Matters – COVID-19 Response
It quickly became apparent that accurate and aligned messaging was required across all National Hair & Beauty Federation (NHBF) communications channels. In a social media savvy industry, our channels and website were key. We created a COVID Crisis Team with our external PR agency and amongst all the noise we decided not to speculate, only to report and advise on fact. We engaged with our Members and the industry daily and saw our social media following increase by over 100k on Facebook and 68K on Instagram; we generated over 3000 pieces of media coverage and had 1432 new members by December 2020. We cemented the NHBF as the trusted go-to information source for our industry, the media and government. We didn’t just report but created the resources our Members need to navigate the pandemic from downloadable furlough letters to fact sheets, and links to the latest financial support. Most importantly, the responses to and engagement with our Members has shaped our conversations with the Government. We have been able to report and reflect the major concerns of the industry and have no doubt that this contributed to the recent creation for the first time of a dedicated Personal Care sector.
SolarPower Europe – “Shine On” digital series
Responding to the COVID-19 pandemic and the remote working dynamic of our membership and stakeholders, SolarPower Europe launched the “Shine On” digital series, comprised of podcasts, interactive webinars, and executive interviews. This series kept our members up to date with the latest business and policy intelligence shaping the solar industry, with dispatches from the frontlines of the energy transition, in-depth interviews with sector heavyweights, and interactive webinars covering the most important topics in solar. Our podcast, “Shine On with SolarPower Europe” has listeners on every continent, from 81 different countries, and 429 cities! We held 18 webinars in the Shine On series, with over 5,000 registrations. In total our #ShineOnSolar hashtag reached 2.5 million Twitter users around the world. Through this digital series, SolarPower Europe successfully supported its members and the European solar sector at large in providing engaging and informative audio, visual, and written content; this approach represents our future-looking and pioneering work in leading the solar sector.
The Royal Town Planning Institute – Plan The World We Need
Against a backdrop of a global climate change crisis, brought into sharp focus by the Covid-19 pandemic, the Royal Town Planning Institute’s Plan the World We Need campaign, launched in June 2020, sought to raise awareness of the vital role town planners play in creating resilient, sustainable and inclusive places that deliver on net zero targets.
Plan The World We Need is an innovative campaign that has been the golden thread running through all our communications, events, publications and meetings and we have been consistently promoting it across our digital marketing channels. Through a film, email marketing campaigns, a series of blogs and press releases, a dedicated web site hub, social media activity and a targeted public affairs effort, the campaign surpassed its objectives including increasing social media engagement by more than 30%. Furthermore, the film is currently being used to illustrate the role of planners, especially post-Covid, on the Greater London Authority’s website.