As part of the Leicester City Council project to reopen the high streets safely following the Covid-19 pandemic, we carried out a paid social campaign across Instagram and Facebook.
To understand the target market, we used bespoke social insight tools which are completely unique, which allowed us to segment the audience. This went further than any mosaic targeting – it was personal to every user.
We identified three core audience groups which we targeted with a multimedia approach to our creative:
The campaign, which was funded by the European Regional Development Fund (ERDF), also included OOH activity, radio and bus streetliners. You can view the case study here.
At the heart of our social campaign creative was an emotive poetry based video, ‘By the Clocktower’, which used positive footage of the city centre together with a powerful voiceover. The supporting campaign graphics complemented the video with a range of vibrant illustrations and messages which inspired and engaged our range of target audiences.
The video saw over 2 million impressions, and over 250,000 unique views as part of a paid social campaign.
To further enhance the poetry theme, we linked up with local theatre Curve to devise a supporting campaign which engaged neighbourhoods, and added real social value.
‘Poetry in the community’ became a city and county wide creative writing initiative, curated and managed by Curve Theatre. The body of work was community-focused, encouraging the neighbourhoods to tell us through creative writing/spoken word and poetry, what it means to them, individually, to re-enter the world after lockdown, with a sub-text of safety and confidence.
The project consisted of poet-led workshops, initially carried out over Zoom in selected community neighbourhoods and was open to all aspiring participants.
Importantly, this body of work engaged the communities directly; giving a ‘time capsule’ of creative content for generations to come, but also engaged the local creative/arts community, enabling this sector to also reemerge after lockdown.
The project concluded with a filmed recital of the ‘People’s Poem’, as well as an exhibition which was held at Curve.
The ‘By the clocktower’ hero video, and shorter animations and carousels, had a wide reach across the board: