For six years, we’ve been working with ScottishPower to drive digital engagement for their relationship with Cancer Research UK and Race for Life. It’s a real ‘team’ effort. At the last count, the amount raised for Cancer Research UK was £20million, yes TWENTY MILLION POUNDS!
App development, campaign concept, content strategy, social content
In previous years we promoted the High Five, and if you’ve ever been involved in Race for Life, you’ll know that ScottishPower ‘own’ the High Five. This year we focussed on giving the High Five a helping hand. By empowering friends, families and colleagues across the nation to build teams, we've opened up the audience reach to more than the events that ScottishPower attend.
The overall objectives of the campaign were to:
Grow awareness of ScottishPower’s partnership with Cancer Research UK and their sponsorship of Race for Life to help drive interest, involvement in events and fundraising.
Increase brand warmth and advocacy.
Demonstrate high levels of engagement and positivity across social and digital channels.
Our solution was to create a tool to give Race for Life participants the ability to name their team, create unique and beautiful posters, cover images and social posts and help the squads share and promote their involvement. Simple.
Empowered women to create their own ‘PowerSquads’.
Produced an online poster, logo and name maker for their squads.
Tracked mentions of #powersquad on Facebook and ran a competition for participants to win goodies for their squads.
Across the summer event period:
364 squad images were created (82% above target).
215 squad images were shared on social platforms (115% above target) prompting further social conversation and involvement.
Social promotional video achieved 44% engagement rate (versus 26% the year previous).
Click through rates for location-specific Facebook and Instagram carousel ads performed 80%+ higher than forecasted.
Physical engagement with specific ScottishPower activities at Race for Life events increased by 220% versus the year previous.