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Brief
Worth's (www.worthdigital.com) brief this year had several elements to it;
Overall; To build on the success of the inaugural Armed Forces Day in 2009
More specifically within the digital space;
- to refresh the design of the core site (www.armedforcesday.org.uk)
- to continue to propagate the growing following for Armed Forces Day within social media territories
- to ensure the campaign for 2010 was genuinely integrating the core site with the social media communities
Strategy
To make the most of the good things that came out of Armed Forces Day 2009, and to overlay these with developments in social media technology to deliver a more holistically integrated digital campaign
Execution
1. Core site; www.armedforcesday.org.uk
The creative redesign from 2009 focused specifically on conveying a sense of celebration and community around Armed Forces Day for 2010, and took a deliberately more inclusive approach from the outset by challenging the site visitor to indicate how THEY are supporting the day in 2010.
Worth included more prominent use of imagery on the home page, some more playful touches (eg the bunting to allude to the air of a street party) and a much more explicit link to the presence of the Armed Forces Day community properties were all design developments that added greater warmth.
The most important content on the site – the Events section – was regularly updated as the register of where events were taking place around the country. New features for 2010 included;
- a section recording Celebrity Messages of Support, capturing the efforts of the Armed Forces Day 2010 PR team in securing prominent people in the UK to pen their own tribute to the Armed Forces.
- The functionality that allows any visitor to the site to post their own message of support on the main site, which could also be exported out to the campaign’s social media followers
- Embedding Facebook’s recently released ‘Opengraph’ functionality within the core site facilitated the connection between this core content and the largest community for Armed Forces Day within social media
2. Core site; Armed Forces Day 2010 in Social Media
Reflecting the greater integration between the main site and the social media components of the campaign, Worth extended the core content from www.armedforcesday.org.uk to appear within the Facebook group as a Campaign page tab.
Worth also ensured whenever the main site was updated with events details this was broadcast and community managed through the key campaign territories (Facebook, Twitter, YouTube and Flickr)
Worth used Twitter in particular as a way to amplify the Celebrity Message of Support through the following that particular celebrities (eg Sarah Brown, Stephen Fry) have themselves established. We also developed a specific ‘Twibbon’ for Armed Forces Day, where Tweeters could show their support by having the Armed Forces Day flag featured within their Twitter image
Results
Visits to core site 180,760 (2009) 247,292 (2010) +37%
Unique visitors to core site 140,489 (2009) 192,939 (2010) +37%
Page views on core site 890,124 (2009) 1,034,553 (2010) +16%
Facebook fans 172,000 (2009) 445,487 (2010) +159%
Twitter followers 900 (2009) 4,628 (2010) +414%
Flickr photos 904 (2009) 1,092 (2010) +21%
Window sticker requests 8,628 (2009) 18,351 (2010) +113%
Visits to core site from Facebook 18,772 (2009) 41,113 (2010) +119%
Other results of note;
Core Site (www.armedforcesday.org.uk)
- Facebook Opengraph functionality delivered 6,300 likes, which equates to a potential Facebook audience reach of 818,000 people
- Over 1,700 messages of support from members of the public
Social Media
- Facebook campaign page drove over 16,500 visitors to the core campaign page, 89% of whom were new visitors to www.armedforcesday.org.uk
- On 26th June 2010 (Armed Forces Day itself);
o Armed Forces Day ranked no 2 worldwide in terms of most popular topics being mentioned (above World Cup and Glastonbury)
o Armed Forces Day was also the most popular Twibbon
- YouTube delivered over 10,100 upload views and over 2,800 channel views
- At the time of writing this submission there were over 470,000 followers on Facebook
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