BOTTLE wins a CorpComms Digi award for their social media PR campaign for charity Practical Action.
BOTTLE has scooped a major award at the prestigious CorpComms Digi Awards
for the second year running, winning ‘Best Evaluation of a Digital Media Campaign
’ for its campaign with international development charity Practical Action
. BOTTLE beat off competition from O2 in its category, short-listed for the launch of the iPhone 4S.
The three month social media campaign
gained an estimated total reach of between 1 to 1.5 million people. Focusing on the topic of ‘technology justice’, it generated: 102 articles or mentions on relevant blogs, websites and forums; over 3600 interactions on Twitter, Facebook and Google+; 20,000 Flickr and YouTube views; 197 registrants for a webinar, which gained a reach of 72,000 people via Twitter on the day.
“At a time when many charities are struggling to create cut-through online, this campaign generated massive buzz over and above all Practical Action’s expectations”, said Paul Sutton, Head of Social Communications
. “It didn’t have a big budget and it didn’t rely on expensive creative elements, focusing instead on a grounded and highly targeted strategy built around maximum engagement with a clearly identified, relevant audience. ROI and evaluation were fundamental pillars of the programme from day one, and the entire approach was all about maximising results.”
“Accountability is at the very heart of everything we do at BOTTLE, and we’re currently working on something that we think will really shake up the industry when it’s launched in a couple of months’ time”, comments CEO Claire Cairns. “Given this, we’re absolutely delighted to have won this award for evaluation and measurement. It demonstrates that with the right approach and intelligent use of available content, social media does not need costly creative elements or a large budget to be immensely effective.”
The judges stated that BOTTLE had made “a solid attempt to try to identify the overall reach and impact of the campaign”, and that it had achieved “some very impressive social media statistics collated from a wide range of social media tools”.
At the 2011 CorpComms Digi Awards, BOTTLE won the ‘Best Use of Location-Based Tools’
award for its work with the HISTORY TV channel. The campaign also won ‘Best Use of Social Media’ at the 2011 CIPR PRide Awards.