'Please Re-Tweet Me' campaign
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Please Re-Tweet Me
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Transcript of 'Please Re-Tweet Me' campaign
Please Re-Tweet Me
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
Our skills
What we do
■ Tailored, targeted PR campaigns■ Combine PR, social and
experiential to get brands talked about and deliver results
■ Create content and experiences, then amplify them across all media
■ Bridge the gap between digital and physical
■ Our team has close relationships with traditional media, bloggers and other influencers
■ We go beyond the press release and utilise a multitude of digital tools to amplify or support your campaigns
■ We collaborate with the World’s Leading Independent agencies and have worked for top automotive, fashion, footwear, marine, sports and luxury brands
OUR EXPERIENCE
Cost effective targeted campaigns
CALL: 0117 325 0724EMAIL: [email protected]
CALL: 0117 325 0724 EMAIL: [email protected]
About us Campaign brief
Strategy Tactics MediaReporting and
evaluationOUR
SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
PR is our DNARenegade doesn’t condone vanity PR, our campaigns support or drive business objectives. Ultimately it’s about delivering sales by building and managing reputations by influencing the influencers.
All our campaigns are amplified or supported by social media and digital tools such as paid content seeding. Our work for small, medium and international brands or leading creative and digital agencies delivers results thanks to an award-winning and proven approach, our media and blogger relationships and expert practitioners who understand consumer behaviour through years of experience and insight.
About us
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
The brief…
Overall campaign objective – encourage conversation and position the Meningitis Trust as the leading meningitis charity supporting sufferers, survivors and their families
Raise awareness of the Trust’s work and draw attention to the killer disease’s signs and symptoms
Create content that was very different to the usual shock-tactics predominantly used in awareness campaigns, so the audience wouldn’t ignore the overarching message
Target 16 – 25 year olds, as this is a high risk group of Meningitis, who are increasingly ignorant of images and stories associated with meningitis
Ensure the charity became the primary destination for meningitis-related information for all
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
Strategy…
CALL: 0117 325 0724 EMAIL: [email protected]
Develop creative, shareable content that was high impact with potential to become viral
Had to be a mechanic that would utilise all of the its social media channels
Renegade suggested something completely unrelated to the charity or the disease; a film that would garner mass audience attention
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Tactics…
Understanding how youngsters often ignore their parents’ advice, but are inclined to trust their grandparents, ‘Please ReTweet Me’ was born.
Timing was crucial to ensure we reached the right audience and support the Trust’s ‘Don’t Wait for the Rash’ seasonal activity in the festive period.
Renegade re-wrote the song’s lyrics to reference major social networks and digital media brands, working with the Drybrook Male Voice Choir (average age of 60) in Gloucestershire, who performed the song, and appeared in a music video – the campaign centrepiece.
Renegade commissioned film production company, Atticus Finch, who works with major recording artists (including Moby, George Michael and Snow Patrol), to shoot and post-produce the films pro bono.
We scripted material for the main film, behind the scenes material and interviews with key members of the charity and the choir. We also created and monitored www.pleasertweetme.com, engaging a broad audience through traditional PR outreach and social media marketing.
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Tactics…
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Media - national
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Media - regional
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Media - trade
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Media - blogs
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
CALL: 0117 325 0724 EMAIL: [email protected]
Media - social
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
Key results of the campaign: December 2010 to June 2011: 100,000+ Video views (inc YouTube)130+ YouTube likes3,500+ views of Facebook tab370 Facebook likes700+ Tweets The campaign attracted 177 new Twitter followers, resulting in an estimated influence total of 85,428 Twitter views. In the campaign’s immediate aftermath page views soared: Thurs 16th Dec – 466 viewsFri 17th Dec – 368 viewsSun 19th Dec – 725 viewsMon 20th Dec – 340 views
Reporting and evaluation
CALL: 0117 325 0724 EMAIL: [email protected]
About us Campaign brief
Strategy Tactics Media Reporting and evaluation
OUR SKILLS
The Trust’s Facebook followers increased by 67.2% in the first month post launch.
PR maximised awareness. Over 5,000,000 people saw the story.
Renegade obtained a quote from Engelbert Humperdinck, giving the campaign additional credibility.
Coverage was secured in 40+ newspapers and magazines.
The campaign also reached an estimated readership of 600,000 through blogger outreach. A deal with UCAS helped target the campaign to the right demographic using email and online seeding.
Reporting and evaluation
CALL: 0117 325 0724 EMAIL: [email protected]
CALL: 0117 325 0724 EMAIL: [email protected]
