2019 Best use of content (budget under £250k)

#TogetherforChange
Tommy's

Charity Tommy’s carries out research into baby loss as well as supporting mothers to overcome the associated pain. After the loss of a child, parents often shun social media, as it is often used by others to share pregnancy and baby photos. 

Tommy’s wanted to change this, enabling grieving parents to tell their stories on Facebook, Instagram and other social channels and receive support and sympathy in return. A hero video featured a one-minute run-through of one woman’s social-media and search activity as she discovers she is pregnant, shares the happy news, and then realises that something is wrong.

Using social-listening tools, Tommy’s found people already sharing their experiences and divided them into ‘content creators’ and ‘distributors’, with the latter posting the hero video 
on their own feeds. Based on resulting conversations, distributors spotted people in need of support and would direct them to Tommy’s social-media properties. Content creators made videos based on their own experience of baby loss, reinforcing the permission to talk and share that was implicit in the original hero video.

There were more than 1.5m posts with the campaign’s hashtag #Togetherforchange and a
16m reach across Facebook, Instagram and Twitter, with 32,000 people engaging with the post. Most importantly, the campaign helped thousands of grieving parents to find support on social.

Silver 
PHD
#ThisisourTime - Skoda UK

Skoda, which originally made bicycles, is the one brand within Volkswagen Group UK with the largest percentage of male owners. It used its cycling heritage to make a difference to a female audience that had perhaps been underserved by the brand in the past. Its campaign highlighted gender inequality in professional cycling - such as the lack of a women’sTour de France and kickstarted a conversation around narrowing the gender gap. #ThisIsOurTime content achieved impressive levels of exposure, seen by around 20 per cent of the UK adult population and picked up by 12 different television, radio and press outlets in the UK.

Bronze
Google 
A recipe for success on YouTube by Google and English Heritage - English Heritage

Charity English Heritage has curated content on its YouTube channel since 2012 but needed to boost levels of engagement. It created a Victorian cooking show hosted by its version of the 19th century chef Avis Crocombe. Using YouTube’s data, Google Trends and Mrs Crocombe’s hand-written recipe book, the show used popular search terms around food to devise the content, with episodes featuring Victoria sandwiches to puddings. Other ideas followed, including episodes of historical make-up tutorials. By the end of 2018, English Heritage YouTube shows had attracted a very healthy number of views and subscribers. 

Finalists 

MediaCom: CRUK: Cycle 300 - Cancer Research UK
tpf: The ESPN Luck Index Powered by Intel - ESPN & Intel
MediaCom: Changing the game for Women’s football - The Coca-Cola Company

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