Tag Archives: local

The Prince’s Trust gets swept away with video campaign

29 Sep

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Today marks the launch of a new campaign at Prince’s Trust HQ. We’re celebrating everything Enterprise, as we look to encourage young adults to set up their own business. Dull, boring and disengaging? Wrong.

Working with creative agency Nonsense, and funded by RBS , we’ve created three spoof infomercials bringing to life a series of terrible business ideas. You know, the ones that wouldn’t make it onto the brainstorm flip chart – despite the mantra ‘no idea is a bad idea‘. And, it works. Take a look for yourself.

A toothbrush, hairbrush, toilet brush and broom all in one, there’s more to this video than slapstick comedy. Behind the scenes, the PR, marketing and digital teams have been working closely (even crossing over at times) to ensure our ‘outside our comfort zone’ multi-media content is working as hard as possible to reach the right people: 18-30 year olds. Here’s how:

Digital
The Brush it All video celebrates the start of a three-week digital campaign – our biggest push ever – and to make this possible we’ve strengthened our existing business content to sit alongside the videos. From Enterprise programme enquiry forms to business plan templates, we’ve made the collateral easier to find and use thanks to our new landing page.

PR
Making the most of our campaign news hook, the PR team has also created case studies of young people who’ve previously completed The Prince’s Trust Enterprise programme and gone on to business success. To be featured on the website and sold-in to national, regional and local press, these stories will bring to life what we we’re trying to achieve and tick the box for peer to peer marketing.

We’ll also be sharing the stories of the Enterprise ‘heroes’ on the other side of the coin – The Prince’s Trust business mentors who provide two year’s support to every young person who seeks to develop their business idea- to maximise coverage opportunities.

Celebrity
This isn’t a category that I usually highlight when reviewing campaigns – especially when there’s still a debate as to whether it’s stats or celebs that people respond to more. But, with a host of celebrity ambassadors supporting The Prince’s Trust, the team has leveraged business tips from self-made figures to inspire young people. Think Kelly Hoppen , Jamal Edwards, Levi Roots and Jamie Oliver. As well as being rolled out online, this content will also generate consumer coverage.

Social Media
We’ll also be engaging with the celebrities on our social media channels. But, it’s not just a case of us, or them, pushing the video out with a campaign hashtag (although, not to leave any stone un-turned we’ve got one of those as well: #MyBigIdea), we’re using YouTube, Twitter, Facebook, LinkedIn, Instagram Pinterest and Google+ to share exclusive ‘behind the scenes’ content and connect with followers by feeding into business-related conversations.

So, with all of this, a dash of digital advertising, e-marketing, and internal comms, we’ve come up with a recipe for success. What do you think? Does Brush it All inspire you to start your own business?

Drop me a comment with your thoughts and continue to check YouTube for the other videos in the series over the coming weeks. They’re awesome.

Brush it All

The Prince’s Trust presents Brush it All

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Phone boxes are a dead ringer for Lipton Ice Tea

19 Apr

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Have you noticed anything different about your local phone box recently? Of course not. No one gives phone boxes the time of day anymore. So, it’s surprising that Pepsi has used them as part of its latest marketing campaign.

Pepsi’s Lipton brand has taken over 5,000 ‘street kiosks’, close to convenience stores, to promote its Peach Iced Tea drink. And I must say, it looks good. But, I don’t think it’s enough to make me, or any other young person, buy a bottle.

That’s why Lipton’s partnered with KISS FM, to prompt interaction, by encouraging people to answer the phone inside a special ‘booth’ when it rings for a chance to win prizes. But, is this London-centric competition enough to give Lipton a good return on investment?

20140419-102015.jpgWhen growing up my friends and I would ring 118 500 to find out local phone numbers (exciting I know!) In more recent years the only time I’ve used one is after I was mugged and needed to ‘phone home’.

I’m not the only one turning my back on local phones. An average of just one call is made each day from the 58,500 phone boxes left in the UK. So, it’s no surprise BT is rapidly losing money from them.

Which leaves me to ask the question: id no one’s using them, is anyone noticing them and is it worth taking the risk?

The campaign’s saving grace is that Lipton’s supported it with a social media strategy, complementing KISS FM‘s, to widen its reach – with added value digital advertising on the side.

But, it doesn’t change the fact that its phone box stunt could be left on hold.

I don’t know. I could be wrong. Perhaps
more brands will leverage phone boxes’ appeal to create unique advertising opportunities. Time will tell.

What do you think – is it a peachy PR campaign or just immobile?

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PR: a step in the right direction

27 Aug

It’s amazing how many ideas you can come up with for brands that you don’t work for and today was no exception. In fact I was most productive during my lunch break, dividing a mini comms plan for new footwear company She’s So Shoes.

I was asked to pull together a quick press release to promote the new online retailer, which specialises in petite feet (that’s a UK size 4 and under if you’re wondering), to sell-in to the consumer and local press. But my mind is trained to think big. Or, in other words, think fee. And in this case: shoes.

Here are my three top-line ideas for this SME to walk towards an award-winning campaign:

1. Make the story personal
Research shows that more than a quarter of females in the UK have small feet (me included) – so I’d make the story personal by commissioning research to find the top 10 regions with the smallest feet, with a sample size of 2,000 for credibility. I’d then transform this data into an infographic to bring the topic to life before selling-in to fashion, lifestyle magazines and bloggers and national papers. The content can also be regionalised to the towns referenced in the study for extra impact and packaged as part of a radio day.

To go the extra mile, costs permitting, this PR story could also grab people’s attention by sending shoe samples to journalists and other fashion influencers – ideally those with small feet so they make use of the product. A single celebrity tweet can generate hundreds of re-tweets from fans who’ll drive traffic back to the brand’s website.

2. A picture’s worth a 1,000 words
It’s similar to what Carnaby Street did recently, but I’ve never been a fan of reinventing the wheel. So I’d compile a feature, working with the British Footwear Association, to put together a ‘who’s who’ of small feet. A blend of people from the past and present, famous and the unknown to place in the women’s national lifestyle supplements. Accompany with a photocall to bring the feature to life.

3. Pop up catwalk
PRs will want to position this company against other leading brands and what better way to show that these shoes can trample the rest by hosting a pop up catwalk in the capital?

With promotional models and members of the public, who can pick a pair of shoes to model, they can strut their stuff in an area that’s bound to attract attention. Think Millennium Bridge for photo purposes.

I’d recommend that a prize draw runs alongside the event and everyone that registers receives e-updates to get exclusive access to discounts to sustain campaign momentum.

These are three quick ideas that can help a brand to make an impact and get its ‘story’ started. A full campaign will require solid tactics to develop She’s So Shoes’ community and keep customers engaged with questions, offers and fashion ideas – driven by social media.

What would you do differently? Are you in need of some Prime Time PR ideas to get your brainstorm started?

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