What was the brief?
We were to re-launch the awards, increase brand awareness and drive traffic to the website during the period where the public could vote for their desired winners.
What did we do?
Firstly, we created a brand identity for the awards, including a website and digital and physical promotional materials. Our promotional strategy for the brand was primarily focussed on social media, increasing brand awareness through specific paid campaigns and gaining votes during the voting period.
We generated a buzz for the awards before the website was launched, combining paid social media advertising with blog posts and sharing of website features. It was crucial that we directed people to the website to vote during the voting period, so the buzz we created was then backed up by the aforementioned paid social campaigns, driving people to the site throughout September.
Within the first 4 months of of our work, the awards gained 3,000 Facebook likes, and substantial traffic was driven to the site, which resulted in plenty of voting submissions. In the first year, the combined reach of our efforts across all social media platforms was almost 1,000,000 people. 47% of the site’s traffic came from social media, and social media referrals were responsible for 30% of the first year’s votes.