royal mail olympic legacy - abby guthkelch
DESCRIPTION
As an official licensee of London 2012, Royal Mail wanted to gain strong share of voice around the Olympics conversation on Twitter and build awareness for its London 2012 commemorative stamps featuring Team GB gold medal winners. Within a few hours of every Team GB gold medal win, Royal Mail debuted the commemorative stamp design as well alongside creative, engaging content. Royal Mail also painted its iconic Royal Mail red post boxes in the athlete’s hometown the colour gold, creating a local element to their campaign.TRANSCRIPT
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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