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URL: http://www.britainunplugged.org.uk/
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Key Industries:
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Educational & Vocational
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Government / Social / Political
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Key Sectors:
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Behavioural Targeting
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Design & Build
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Social Media
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Energy Saving Trust
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Brief
After some initial forays into the world of social media, Energy Saving Trust was looking for a partner to develop a unified picture of its current and potential future activity in this area. The requirement was to conduct an initial analysis of the social media landscape and then to plan and implement an appropriate campaign to meet their business objectives of increasing brand awareness and mobilising people to reduce their impact on the planet.
Strategy
Panlogic's approach was a holistic one. Social media is a potentially vast subject and the trick was to throw the net wide enough to find the best opportunities without overloading with information. We began with a strategy report that outlined the wider potential for social media and identified specific opportunities for Energy Saving Trust. We employed a range of analytic approaches to distil the insight which would inform the creative idea and development.
Panlogic identified that the Energy Saving Trust needed to appeal to a more mainstream audience – one that may well have ‘green sympathies’ but needed a nudge to act on them. We also knew that a creative idea was critical for engaging people and providing them with the inspiration to act. And so Britain Unplugged was born.
In essence, Britain Unplugged is an online community trying to do something positive for the environment as a nation.
Execution
‘Britain Unplugged’ was developed as an accessible and memorable brand property that carries an implicit call-to-action and is able to operate naturally on the social web.
Panlogic employed a variety of social channels to create the site and its digital outposts. The site is essentially a product of Google Map, YouTube channel, Flickr group and Facebook page woven together. In this way we create an experience that can be accessed simultaneously in a number of places.
It is brought to life through a series of challenges that find their home on a central microsite and in various outlying social media spaces like YouTube, Flickr and Facebook. The audience responds to challenges by uploading video, picture or text descriptions of what they’ve done. Collectively, participants can see their progress on the Britain Unplugged map.
Britain Unplugged also helps to show the human face of the organisation by involving Energy Saving Trust staff. Employees act as rolling guest web editors to share their own personal view and approach to tackling climate change.
Results
Britain Unplugged is the social face of Energy Saving Trust. It will introduce more people to the organisation and its work by providing an appealing access point. This will serve to deliver on Energy Saving Trust’s business objectives of raising brand awareness, growing its supporter base and driving email registrations. But in addition to that, it will serve to drive real and tangible participation with the Energy Saving Trust brand, as well as encouraging energy saving actions - which, at the end of the day, is what Energy Saving Trust is all about.
• 469 registered members
• 69,000 passed on blog-badges
• 18,699 unique visitors
• Over 100 challenge entries
• 426 commits to greener living
• 273 members of the Turn me on, turn it off Facebook group
• Active and involved community
• Introduced Energy Saving Trust to a new audience
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