Tag Archives: tips

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

lastminute.com is behind the times with copycat campaign

9 Nov

Competitions are PR gold because they drive engagement with your target market. I’ve launched a few of them in my micro career – from the Best British Roast Dinner to the Best Dressed Pub – and it’s safe to say there’s no campaign that won’t allow you to bring out consumers’ competitive streak.

But the one that the PR industry remembers – which broke all the rules, offered a top prize, won awards and international coverage – was Queensland’s 2009 ‘Best Job in the World‘. So, when I saw the lastminute.com was looking for a ‘spontaneity champion‘, to indulge in luxury mini breaks across the world and share their experiences with the brand, I was a little disappointed.

There’s no shame in being inspired by other campaigns, but if it doesn’t take it to another level then have you really done your job? (#JustSaying)

lastminute.com’s competition has already been talked about by almost every UK national newspaper, but to add some extra sparkle, I’d promote it in the following ways:

Pack a suitcase
Package the competition up as part of a wider feature with top tips for frequent travellers; travel blogger profiles; and ‘how to…’ articles on spending 24hours in the most popular cities. The content can be run as part of an advertorial within a magazine like Time Out or pitched into a range of websites.

Pin it to win it
lastminute.com is on the right track when it comes to social media, by encouraging the eventual champion to share their experiences, but it could take it one step further by utilising Pinterest.

This story is great, but there’s nothing worse than reading about a competition you didn’t win, so why not continue the celebrations by giving people a chance to win a trip to the destination on a picture they ‘re-pin’?

Talk to the experts
If you’re sending someone on a ‘trip of a lifetime’ every weekend for a year, they’re going to become experts in destination hotspots, hidden culture and emerging trends. So leverage their expertise by hosting a press event at the end the year for a campaign round-up. lastminute.com could go it alone, if they have the budget, or partner with a well-known travel conference and secure a speaking opportunity as part of a sponsorship package.

By inviting journalists and bloggers to hear the stories, and also do a ‘big reveal’ for next year’s campaign, they can keep the brand in the news.

So, there it is. Three ideas to better organise the campaign around the spontaneity champion. Are you up to the challenge?

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Prime Time turns 1!

26 May

Happy birthday to you, happy birthday to you, happy birthday dear Prime Time, happy birthday to you.

As you can probably guess, this (brilliant) blog turns one today and I’m super proud of what Prime Time has achieved. Thanks to everyone for taking the time to read my posts and occasionally having your 2p worth.

From GamesMaker diaries and top campaigns to PR tips and brand stories, I hope you agree that this blog has brought you interesting angles on the big news in the media industry.

There’s much more to come, so stay tuned and enjoy what you see.

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Prime Time Blog

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