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The Infant and Toddler Forum & Say Communications - Social Media Focused Campaign

Gold Stevie Award Winner 2018, Click to Enter The 2019 International Business Awards

Company: Say Communications, London, United Kingdom
Company Description: Based in London, Say Communications is a top 35 UK Technology and top 20 UK Healthcare Consultancy. In recognition for the agency’s performance over the last 12 months Say has jumped 15 places in this year’s PR Week Top 150 PR Consultancies report, following a 16% increase in fee income against an industry average of 11.5%. Say has won numerous awards and most recently the PRCA DARE awar
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused

Nomination Title: The Infant and Toddler Forum & Say Communications: The Think Toddler Sized Challenge

Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Genesis

The Infant and Toddler Forum (ITF) is an independent expert group promoting healthy habits and nutrition in early life. This is a critical mission in the UK as a third of children entering school are obese or overweight. The ITF has produced a range of online resources for parents. However, applying the guidance at every meal remains a significant challenge.

The ITF tasked Say with finding a way to develop a practical tool that could help every parent at every meal. Analysis identified a disposition towards sharing ideas among parents on social media, so it was clear that collaborating with parents through social media channels and leveraging their know-how was the key to creating a product with high chances of adoption.

Objectives:

Raise awareness of the need for parents with children aged 1-4 to Think Toddler Sized at mealtimes
Measured through the number of visits to the online co-creation platform developed for the campaign (target: 25,000 visits over six weeks

Create a mechanic to challenge parents with children aged 1-4 to apply their experience and ingenuity to turn the guidelines on healthy eating into something easy practice for all parents to use at mealtimes with their toddlers
Measured through finding a winner, the proportion of parents engaging with the campaign (target: 10% of visitors = 2,500 people) and the proportion of parents generating ideas (target: 1% of the engaged parents = 25 ideas)

Strategy

The campaign strategy was based on two pillars:

-Put parents’ know-how at the centre of the campaign by developing an innovative and ground-breaking experience: a social co-creation platform capable of unlocking creativity and allowing parent-driven innovation and idea-sharing for the first time in the ITF’s history.
-Partner with organisations trusted by parents to leverage their influence and social channels for outreach and widen the expertise of the judging panel.

Execution

The platform was developed with one-click sign-up using social media, an intuitive user experience and a strategic workflow system in mind. Parents were allowed to provide a brief concept at first and more info later, with the option to upload pictures to empower their creativity.

Continuous engagement was a challenge as parents are often short on time. For this reason, gamification was implemented (points for comments and voting on ideas with prizes for engagement) and a £1000 prize offered for the winning idea.

Social media channels were as selected based on their use by parents: blogs, forums, Facebook and Pinterest have been identified as the most used by parents of young children and the best suited to drive interest and visits to the platform. A partnership with UK’s largest parenting forum (Netmums) was establish to promote the competition on their social spaces; influencers were invited to join and talk about it; social media adverts were deployed to the reach and foster word of mouth. Other brands loved by parents – Tesco Baby Club and Tommee Tippee - promoted the challenge to their followers on social pages and newsletters.

Rich media content was developed to bring the challenge to life, and all assets were optimised for social media and mobile distribution and A/B tested with a network of parents. This included videos, which clearly explained the challenge, and a set of images and GIFs that highlighted the key reasons to join: prizes and the opportunity to meet and share knowledge with other parents, and learn about healthy eating for toddlers.

Results

Say’s approach blended the most innovative digital and social media tools available in the industry to deliver results. Social Listening informed the strategy and influenced the language used; the bespoke Co-Creation platform became a social media channel of its own as people interacted and voted on each other’s ideas; user-generated content became the core of the campaign. This resulted in social media discussion and over 50,000 of visits to the platform - 7,000 parents engaged and 96 ideas were shared.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).

-The campaign generated 51,867 visits to the platform through partner efforts and paid and organic social media activity
-15 pieces of blog coverage were generated as a result of PR and social media activity, along with 7 pieces of coverage in parenting publications and 94 pieces of mainstream coverage with a total reach of 144.3 million, showing the broad appeal of the campaign
-51,867 visits to the platform, +107% over target
-7,062 parents (13.6% of visitors) actively engaged on the platform, +182% over target.
-96 ideas have been generated, +285% over target.