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URL: http://www.youtube.com/user/diabetesukcharity#grid/user/A33C8972D215284D
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Key Industries:
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Key Sectors:
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Content Management
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CRM
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Digital Marketing
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mobile
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Optimisation
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Pay Per Click
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SEO
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Social Media
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User Generated Content
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Video
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Viral Marketing
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Diabetes UK
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Diabetes UK 'The Bus'
Brief
Nitro were tasked with delivering an innovative marketing campaign aimed at engaging with young people with Diabetes Type 1.
Strategy/Execution
Nitro Digital not only produced a short, fun and educational video, but also created a marketing campaign to support it that truly engaged the campaign's target audience - the much maligned young people who suffer by association to the related Diabetes Type 2 condition.
We developed a campaign where the final aim was to produce a video that 'set the record straight' for your young people with Type 1, but we wanted them to also be in it, or at least be involved in the production and marketing of the project itself. We put the call out on the Diabetes UK website, their email database; via Facebook, MySpace, Twitter, and also finally YouTube. They were involved from the start of the project to the finish.
This lead to the production of a collaborative video that included a short compelling story to redress the balance. The video production involved many young people with Type 1. Their thoughts were captured on film and uploaded to the YouTube channel we created along with the final film.
Results
In excess of 15,000 targeted video views without any follow up subsequent marketing. There were numerous comments and feedback from those living with Type 2 and their friends and family were all hugely supportive of the campaign.
Amanda Neylon, Digital Media Manager at Diabetes UK, had the following to say about it:
This was the most engaging digital campaign that we have run. Our objectives were to create a very visual digital campaign that dispelled the myths of diabetes whilst engaging with the UK Type 1 community, and especially teenagers, both on the web and via mobile.
The scope and results of the video project far exceeded our expectations, with well over 10,000 views on YouTube (alone), and masses of feedback from young people with Type 1, and their parents.
Not only did Nitro execute the digital campaign from start to finish brilliantly but with the added twist of engaging with the young people on the film shoot. Their videos, along with 'The Bus' are now on the Diabetes UK YouTube channel that Nitro set up for others with Type 1 to see.
Nitro was also highly commended for the project at the PM Awards.
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