Tag Archives: public relations

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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Macmillan strikes it lucky with tube tweet

30 Apr

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Relax. The tube strikes are over…for now. But, in the few days they caused chaos in the capital, they had a great publicist: front page of the Evening Standard, infographics and a hashtag! It’s a hat-trick that PRs like me can only dream of.

But, while you were complaining/celebrating/not caring (delete as appropriate) about how industrial action brought London to a standstill, some charities were planning a clever social media campaign.

Macmillan Cancer Support piggybacked off Twitter’s ‘tubestrikes’ hashtag to promote its services, accompanied with a simple graphic using the iconic London Underground key. Meanwhile, Save the Children put the disruptions into perspective by comparing the ‘madness’ in London to Syria.

Macmillan’s tweet may only have been retweeted 140 times, but it had wit, talkability and relevance on its side adding to its pulling power (despite it repeatedly tweeting the image to different media outlets in quick succession – a no no for me as mentioned in this blog.)

In the same fashion, Save the Children’s infographic scores highly on the shareability scale because it summarises an issue in an instant. So, it’s no surprise it’s caught the attention of BBC, The Independent and the Daily Mirror to name a few.

But, these tweets aren’t successful because they’ve been seen thousands of times in the last day. They’re successful because they’ve raised awareness of the charity at zero cost – a ‘quick win’ result that a PR, marketing or social media agency just can’t contend with.

With tube strikes set to land in London again next week, expect other organisations to jump on the bandwagon (remember all those #nomakeupselfie variations?) But one thing’s for sure – it won’t be as innovative the second time round.

What do you think of these mini campaigns?

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Jamaica’s bobsleigh team in the (cool) runnings to get to the Games

20 Jan

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Jamaica‘s motto is ‘out of many, one people‘ and it’s never rang truer than this week. The lush Caribbean island has qualified for the two-man bobsleigh event at next month’s Sochi Winter Olympics.

That’s right – Cool Runnings is becoming a reality (again). But one thing almost stood in Winston Watts and Marvin Dixon’s way – money. The funding was so tight they had to dip into their own pockets and even watched the final qualifying round from home with bated breath to see it they’d made it through to the next round.

But, once again, Twitter has proved itself as the key driver for crowd-sourcing success. @JamaicaOlympics backed its athletes by drawing attention to a unique crowd-funding initiative on the micro-blogging site moments after the pair qualified. And, although each tweet didn’t generate mass re-tweets or favourites, they’re being seen by the right people.

Most of those people used internet currency sensation Dogecoin to generate the much-needed cash – and in doing so it’s boosted the value of the crypto currency. So I predict we’ll be hearing more about it, and it’s rivals, in the coming months.

The great news is that tonight it was revealed that, thanks to a blend of individual and corporate doners, the team raised $25,000.

This flurry of national PR has meant that Watts and Dixon have dominated news articles as well as the sports pages – including The Guardian, Metro and the New York Times to name a few. And hopefully it’ll encourage the world to find the remaining $15,000 to get Jamaica to the Games.

The team’s fundraising success is testament to @JamaicaOlympics upping its game, while the sporting world was asking questions about the island’s novelty team. It’s gone from tweeting once a day to every hour; re-tweeting key stakeholders; and increasing its level of call to actions. Accompanied by a thriving website, team blog and Facebook page – Jamaica’s got the full social media package.

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