By using our extensive media contacts we were able to secure two of the most high profile business programmes that are watched and listened to by high level decision makers. The Today programme were interested in the juxtaposition of businesses saying they felt confident about the future despite global trade wars, and Ian King on Sky wanted to discuss how UK businesses were adapting to uncertain economic trading conditions created by our uncertain political climate. In both interviews HSBC were able to deliver their key message that global trade is alive and well.
Avoiding Brexit Halloween Howlers
In early October, we invited our guests along for a lesson on how to avoid a communications catastrophe during the biggest political issue Britian has faced in decades.
If you’d like to come along to future events, register your interest below.
We secured dozens of BBC regional stations, including a round of interviews via GNS on Sunday morning. On top of that we managed to land three national BBC outlets – Radio 4, 5 Live and the World Service. The coverage provided much needed publicity for the play as tickets went on sale.
Tamsin was able to speak openly and honestly about the knock-on impact of the crash – on her, her family and also on the driver’s life. She recognises that peer pressure plays a significant role in the decisions youngsters make so more needs to be done to encourage good driving behaviour.
After consulting her with our plans, Tamsin now believes that ‘shock tactics’ (like showing graphic images) can work for some but for others financial will be the biggest driver – and a key part of the Graduated Young Driver Insurance Product is a financial reward for good behaviour on the roads.
Posing the question of whether young drivers shoulds be shown graphic images of car accidents as a deterrent provided a debatable platform for Tamsin, Brake and Co-op which ultimately delivered a reach of close to 70 million people via both the BBC and ITV networks, Sky News Radio, Sky Sunrise, TalkRadio, the entire Bauer news network and This Morning. Most importantly however, the campaign showed real change in sentiment among young drivers.
The second story revolved around Celebrity Cruises’ work to promote diversity and inclusion, and specifically encouraging more women to consider a career in cruising. We worked with their PR team to commission research into the career aspirations of young children, and the barriers they already think they face when it comes to applying for jobs. But it’s no good coming up with an interesting talking point, if the spokespeople don’t have any appeal. That’s why we used Captain Kate McCue from Celebrity Cruises, who was the first US female cruise ship captain, and the actress, Sadie Frost, who’s known for campaigning for gender equality.
We were able to persuade the BBC News Channel to do an outside broadcast from Celebrity Edge that consisted of multiple hits from various locations across the ship. They interviewed the captain, the company’s CEO, Kelly Hoppen who designed the ship’s interior and the UK cruise industry’s umbrella organisation. While they were on air they played drone pictures we had shot of the ship arriving in Southampton earlier. It meant images of Celebrity Edge were played throughout the day on the BBC.
To highlight Celebrity Cruises’ commitment to diversity we secured interviews for Captain Kate and Sadie Frost on Sky Sunrise and dozens of BBC regional stations. They were able to talk about how the company is helping women to move into roles that may not have considered in the past.
In the end the two approaches allowed us to target multiple outlets with distinct stories, but with one purpose – to showcase Celebrity Edge, Celebrity Cruises and its staff.
A supporting micro-influencer campaign to encourage more realistic/less staged imagery posted from gyms drove social engagement, while a competition across social channels to win sweat-activated t-shirts featuring motivational slogans further drove the campaign message home.
To reach our over 55s audience we focussed on the lack of knowledge around the importance of exercise for maintaining bone density as we age. With a strategic focus on broadcast media to reach the older age group, we landed our spokesperson on GMB and Sky Sunrise, with 9 BBC and 2 national stations picking up the story. Editorial coverage in national and regional print and older lifestyle media amplified reach.
Generating over 250 pieces of coverage across print and online (including 14 nationals), broadcast and social, the campaign smashed KPIs. Share of voice for Nuffield Health in January was more than triple that of its main gym competitors with Nuffield Health not only being part of, but driving the New Year fitness conversation.
Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low fat option. (Pork medallions are now 44% leaner than they were in the 1970s, and contain less fat than skinless chicken breast!)
Given that the pork consumption was in decline across all segments of the population (except over 65s) we had a broad target audience – adults 18 to 64 – requiring a mass media approach. This was established by using Kantar Worldpanel data which showed that pork consumption was falling across all age groups under 65.
The very fact that pork medallions are lower in fat than chicken felt like a headline grabbing stat. But sensitivities within the farming community meant that going head-to-head with chicken for the low fat world title wasn’t an option. So we decided to tackle the root cause of the problem by challenging society’s ingrained perceptions of pigs instead.
‘Fat Pig.’ ‘Greedy Pig.’ Pig-Out.’ ‘Porker’. ‘Eat like a pig.’ With the animals themselves seen by society as fat and greedy it’s no wonder that their meat is viewed as fatty and unhealthy too. Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low fat option.
Step forward East Anglian pig farmer Fergus Howie. 20 years of working with AHDB and the farming industry has taught us that sometimes stories work best when they come from the grass roots. So, we teamed up with Fergus to co-author a strongly worded letter to the Oxford English Dictionary. Fergus pointed out that terms like ‘fat pig’ and ‘pig out’ were outdated and should be removed as they were damaging to the livelihoods of pig farmers.
To ensure the story grew organically we seeded the news into Fergus’ local media first and let it develop from there (with a little help from us.) The story soon hit the Mail online, spiralled and took off.
Good Morning Britain were quick to get behind the story, as were BBC Breakfast, Daily Mail, The Times and The Sun to name but a few.
The campaign generated the widespread coverage and debate we were briefed to achieve with 109 articles and pieces of broadcast coverage. Third party evaluation by Gorkana showed that the campaign reached 45% of all UK adults.
And the story certainly started the conversations:
Summer Silly Season
In the height of summer we invited speakers from The BBC, Channel 4 and Sky to discuss leveraging campaigns across the infamous broadcast summer silly season. With over 150 guests it was our biggest event ever! If you’re interested in coming along to any future Good Broadcast events, register your interest below.