Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

WHY Transport for London, came to Altogether & sister agency WCRS to promote road safety to cyclists & drivers. The core target audience were cyclists and drivers The Objective was to raise awareness of road safety, specifically how easy it is to miss cyclists when you are looking elsewhere The brief was to create a TV ad that could also be used online With a very small TV media budget, our core objective was to devise a Social Media strategy to amplify the campaign online and reach out to the target audience of people who might either drive or cycle in the Greater London area.
The campaign centred on an ad which challenged viewers to count the number of passes made by one of two teams of basketball players. This initially distracts from the fact there is a moonwalking bear amongst the basketball players Altogether created a Two Tier Strategy to amplify the creative Advocates: target those actively engaged online around cycling & London Likely to be eager to take up message Niche/small reach Mainstream: synchronise activity on mainstream sites as most cyclists/drivers are not ‘fanatics’ Meant going outside core audience Improved chances of reaching most important audience
HOW To amplify we used a mixture of Social Media Optimisation and Social Media Marketing Optimisation is the technical side – ensuring that content is easily shared and found [share options on site, YouTube embed code enabled, social media profiles optimised through tagging, social bookmarking] Marketing consisted of starting and participating in conversations [placing content in popular social media sites, blog and forum outreach, sharing video on multiple social media channels where conversations take place]
Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
To date there have been over 16 million views through video sharing sites In addition over 56,000 users have favourated the video and over 15,000 have commented on the video
Over 5,000 views on niche cycling blogs – reaching the core target audience
Of the 16million views, 1.5 million people clicked through from Social Bookmarking sites
Huge visibility through presence and discussion on a multitude of social media sites
It also inspired users – who set up Facebook fan pages and created spoof videos
The most significant measurement is that the campaign affected real change
Measureable increased awareness leading to a change in behaviour with motorists claiming to check their blind spot more often for cyclists and cyclists saying they will do more to avoid being in a vehicles blond spot.
Most importantly, the fact that 1 in 3 motorists and cyclists in London were aware of the campaign and between 40-50% of those aware felt they would change their behaviour as a result, we believe it is fair and modest to estimate that our campaign was the catalyst that led to a year on year decline in cycling casualties in 1 out of 5 instances.
Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
The campaign was kicked off on TV to gain traction and the aim of Social Media was to amplify interest sparked by those who saw the TV ad, and to reach those that didn’t.
PR agencies are rapdily adopting social media as a channel, so it’s not surprising that we often find ourselves working on PR focused campaigns, however, it is unusual for the primary objective to be driving press coverage. In this case it’s exactly what we were
Inspired by the Twitter snowmap from earlier in the year we focused on an idea that was aimed primarily at creating coverage
Crowd-sourced hayfever data
Inspired by the Twitter snowmap created by Ben Marsh, from earlier in the year we focused on an idea that was aimed primarily at creating coverage
Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
Inspired by the Twitter snowmap from earlier in the year we focused on an idea that was aimed primarily at creating coverage… and coverage it achieved…
Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience

Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

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Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

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