Sunday, February 5th, 2012

Case Studies

Sector/category: Business/product launch

Presenter: Sarah Beeny, Founder – Tepilo & Channel 4 tv presenter

How Sarah Beeny used social media to promote Tepilo – a brand new service that will change the way you think about buying and selling your home.

Sector/category: Business/product launch

Presenter: Marshall Manson, Director of Digital Strategy – Edelman

A content-rich, multi-channel communications campaign that re-associated Wonderbra with ‘glamour’ by building buzz and conversation around the launch of Wonderbra by Dita Von Teese both online and offline.

Sector/category: Government/recruitment campaign

Presenter: Emma Cowan, Senior Interactive Services Manager – COI

How the RAF used a range of social media spaces for recruitment.

Sector/category: first direct/brand awareness campaign

Presenter: Amanda Brown, head of PR at first direct &
Deborah Copeland, head of digital PR at Brahm

In a brave move for any brand, let alone a bank, first direct’s latest campaign sees the bank showcase consumer opinion in a new microsite, firstdirect.com/live. The site aggregates live comments from over eight million social media sites and presents customer comments – good and bad – for all to see. This case study explores the reaction to the campaign, the key learnings and possible next steps for first direct.

Sector/category: Government/campaign awareness

Presenter: Toby Gunton, Altogether Digital

The ‘dothetest’ ad for Transport for London received over 5 million views online in the space of one month and won a Gold Lion at the Cannes Advertising Festival

Sector/category: Business/brand awareness

Presenter: Penelope Lipsham , MD – Altogether Digital

Similar way to the #uksnow map earlier in the year, Kleenex created a google map mashup that aggregated the level of hay fever agitation across the UK.

Sector/category: Charity/awareness campaign

Presenter: Paul Borge, Head of Digital – Consolidated PR

The Staying Alive Foundation mounted their most successful campaign ever communicating the importance of safe sex amongst 16-24 year olds.

Sector/category: Political/crisis management

Presenter: Mark Pack, Associate Director Digital – Mandate PR

Working with the team at party HQ, Mark will outline how and why the party achieved a number of internet firsts during his time, including: the first UK party leader on Facebook; the first UK party leader on YouTube; the first party to have an MP regularly using Twitter.