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Shouting loud

Abby Guthkelch

Head of Digital Communications & Planning

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Our objectives

• Gain strong share of voice around our London 2012 conversation

• Engage new audiences with our brand and products

• Build a long term community to establish two-way conversations

• Raise awareness of our newest consumer-facing Twitter channel

• A PR-driven campaign to boost sales of gold medal stamps

• A truly integrated campaign

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#goldmedalstamps• Official licensee vs. sponsor• 24hr dedicated Comms

team• Promoted Twitter activity• Active monitoring of London

2012 topics and influencers• Debuted our stamps on

social media channels• Broadcast coverage created

spikes in conversation• Earned celebrity

endorsement• A true real-time campaign

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#goldpostboxes• 110 postboxes painted gold• Their own website

www.goldpostboxes.com • Sustained the baseline brand buzz

as well as provided climax at national and local level

• Earned celebrity endorsement• The campaign organically built

awareness by inspiring user-generated photos

• Cross-generational engagement• The conversation continues…

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Results• £11.6m = total AVE of campaign

(#1)• 715,202,891 = total reach of

campaign• 6.5m additional earned Twitter

impressions • 3,300% increase in Twitter

followers • 29.5k mentions and retweets • #goldmedalstamps trended in the

UK• 16% share of voice on social media

(#2)• 25k referrals from corporate

website to stamps sales channel• 250k views to

www.goldpostboxes.com