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Brief
In September 2009, Fellowes hired Fleishman-Hillard Digital (London) to develop a digital communication strategy to help support and raise awareness for the annual National Identity Fraud Prevention Week by creating online buzz and increasing website traffic. Fleishman-Hillard was tasked to focus efforts on targeting business-to-business prospects, while continuing to raise awareness among consumers via social platforms.
Strategy
FH developed a comprehensive digital strategy to raise awareness for the campaign integrating a variety of relevant digital channels and tools including website re-design, blog launch, Facebook, Twitter, email, social media release, digital badges, and online editorial outreach.
Execution
FH worked closely with Fellowes to re-design and launch the National Identity Fraud Prevention Week website to focus more on business-centric needs on preventing corporate identity fraud. At the same time, FH developed a “Hot Topics” blog within the website to provide current news topics, tips and case studies related to identity fraud. The blog consisted of 10 hot topics that supported the website and also provided content for the Facebook fan page and Twitter account.
In addition, FH conducted online editorial outreach to targeted niche bloggers in an effort to secure higher visibility in search results and help raise awareness for the campaign using all the digital tools. FH published an optimised social media release revealing new statistics about corporate identify fraud on the first day of the campaign. Emails were sent to subscribers informing them about the new available resources on the website, the “Hot Topics” blog and the new social media channels.
Implementing a cross-pollination of digital channels was a strategic component for the campaign’s success.
Results
Fleishman-Hillard successfully increased website visits and pageviews by three-fold when compared to the previous year’s campaign. The website, blog, and Facebook fan page appeared at the top of Google results for search term “id fraud”. FH secured over 100+ pieces of coverage from bloggers, including one of UK’s Top 20 Tech Blogs, Business Blogs, and the #1 UK parenting blog. The website received over 500 registrations to access downloadable resources and over 200 visitors subscribed to receive updates from National ID Fraud Prevention Week. The social media release garnered 52,995 headline impressions and 1,333 full-page reads.
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