Best Digital Campaign
Accountancy Europe – Digital Day 2018
Technology and digitalisation are transforming the role that accountants play. Digital Day was an ongoing campaign to encourage accountants to embrace change and use technology to provide better services to clients. It also re-branded the profession as advisers that can offer 360° financial support, making technology work for people. And because we were encouraging our members to go digital, it only made sense that we used online tools ourselves for the communication of this initiative.
By using a variety of online mediums, such as articles, interviews, videos, illustrations, photos, newsletters, blogs and interactive online tools. Basically, through our digital communications strategy, we were able to fully establish the need for the profession to adopt a digital strategy to remain relevant and to rebrand itself.
With the communications campaign and creative, digital use of the resources from Digital Day, we have created an archive of quality content for the industry, stakeholders and policymakers.
European Food Information Council (EUFIC) – Hungry for #wholegrain
In recent years, whole grains have been gaining popularity over refined grains. Growing evidence suggests that eating whole grain products regularly, as part of a healthy diet and lifestyle, may help reduce the risk of many common diseases. However, not all European countries are consuming enough whole grain. There are still many barriers to overcome and education continues to be an essential tool for breaking these barriers and myth busting.
Therefore, EUFIC launched a month-long campaign to enable people to make educated decisions on incorporating whole grains into their diet. To provide a 360º digital approach, we performed a landscape analysis of online conversations, both on the web and social media, and developed our messages and materials according to what people were actually looking for. All material included attractive visuals for accessible and simple information.
The campaign reached 395K people, had over 14K engagements across Twitter and Facebook, and 106K visits to our website during the month of March. It also led to offline engagements, like an invitation to speak at the event, ‘Partnering on Whole Grain for Health and Well-Being: why consumers should choose whole grain first’ and ongoing collaborations.
International Federation for Equestrian Sports (FEI) – Modernising the FEI for the Digital Age
Established in 1921 and a mainstay of the Olympic Games for over 100 years, the FEI has had to continually reinvent itself and adapt to the challenges of a modern, digitally-savvy society. In 2017, the FEI overhauled its entire commercial strategy, putting digital channels at the heart of its new approach.
Framed around the sport’s USP that it governs seven different disciplines, all with their own individual qualities, the challenge was to build a strategy that not only met the requirements of each discipline, but united them all through a fresh and modern visual identity and integrated user experience that would broaden the reach of the sport.
A greater focus was made on developing tailored strategies for each digital channel while bucketing content into three key areas; horsemanship, live action and lifestyle features, ensuring that there was something to satisfy every type of FEI fan, from regular event-goers through to those that are new to the sport.
In 2018, the FEI’s social platforms have experienced record engagement, while increased co-collaboration with partners has driven commercial growth. With plans to launch new Chinese channels in 2019, the FEI is ready to establish itself as a truly global sport, accessible to all.
Nautilus International – Protecting the future of the UK Maritime Industry
Nautilus International is the maritime trade union representing 22,000 maritime professionals in the UK, Netherlands and Switzerland. Over the last 12 months it has led a targeted digital media campaign to activate its key membership aims to:
– protect members’ jobs in the maritime and shipping industries
– protect and enhance skills and training provision
– promote the fundamental importance of the maritime industry
– affect real legislative change to benefit members
– promote and encourage support for the Union and its ‘Charter for Jobs, Skills and the Future’
Nautilus devised a digital media campaign closely aligned to the political agenda to create interest and relevance to ongoing issues in Westminster. The Union has worked tirelessly over the last 12 months to affect real change and improve conditions and prospects for seafarers not just in the UK but across the globe. Digital media was paramount to this, specifically through the Union’s new website, digital magazine, social media and video content, and has helped the association achieve its goals in 2018.
The European Chemical Industry Council (Cefic) – ChemistryCan campaign to position the European chemical industry as a solution provider for a low-carbon, resource efficient circular economy
ChemistryCan is a campaign to position the European chemical industry as a solution provider for a low-carbon, resource efficient circular economy.
The campaign seeks to help one of Cefic’s advocacy goals, which is to position itself as a climate friendly organization that wants to play an active role in creating a more sustainable economy in Europe.
The main challenge was to communicate the industry’s achievements in a simple and non-scientific context and create messages that would resonate with a non-expert audience and will not require too much effort to process.
Web and social media were one of the main distribution channels for this campaign. By linking the new campaign’s micro website to Cefic’s existing web assets (corporate website, email signature) we ensured a steady flow of traffic. By successfully using the audience targeting by location, interests, keywords and profession on social media we maximised our chances of delivering the content to the right people at the right time. Using rich imagery and engaging easy-to-follow videos instead of plain text helped us make a complex and obscure industry more comprehensible.