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Planning, managing and celebrating #TheMoment with Glasgow 2018

Planning, managing and celebrating #TheMoment with Glasgow 2018

After 11 days of incredible sporting action, the inaugural multi-sport European Championships drew to a close on Sunday evening. Titles were won and lost, world records smashed, and we were right in the thick of it.

Stripe’s work on Glasgow 2018 started way back in February last year. Our first task after being appointed as the Championships’ digital agency was to set out a unique strategy to reach sports fans, families and the local community in the run up to the Championships, to generate awareness and help people understand what this new event was all about. With a focus on organic and paid social we set this strategy in motion, engaging these audiences and encouraging them to help us bring #themoment to life, starting with the first of our key milestones: 500 days to go.

In the 500 days that followed we delivered some amazing work: created thousands of assets; planned and published posts across Glasgow 2018 profiles; produced films for online and TV; launched the official mascot Bonnie the Seal; recruited volunteers; live streamed with athletes and ambassadors; ran over 200 hundred social ad campaigns; measured and reported on all digital activity; and a whole lot more besides.

With Glasgow 2018 marking the first time that the six featured sports have come together to hold their European Championships, we needed to constantly analyse, evaluate and evolve our approach. Established multi-sport events like the Olympics or Commonwealth Games and recent single sport events here in the UK like London 2017 offered insight into what can work to engage sports fans and non-fans alike, but a new format presented new challenges.

We knew that the awareness and understanding piece of our work was going to be a much bigger challenge than that faced by other events and we weighted our strategic focus accordingly. This meant conducting a detailed research piece at the outset, really digging in to the conversation about other events, Glasgow as a host city, and the individual sports. We profiled our domestic and international audiences, segmenting our tactics for each based on all our findings to help us tailor both organic and paid social activity.

We also developed a bespoke measurement framework specifically for Glasgow 2018 that allowed us to evaluate activity in terms of not only the awareness and engagement benefits, but also hard metrics such as sales for ticketing campaigns. By combining in-built social platform insights, website analytics including UTM tracking, social listening tools, custom attribution modelling and enhanced ad reporting thanks to employment of the Facebook pixel, we’ve been able to accurately measure everything we’ve done and consistently deliver results.

Throughout the journey to the Championships, our priority was balancing of great creative with great insight: delivering brilliant ideas and content that really resonates whilst ensuring we were able to measure the value of what we do and provide genuinely useful insight that helped the combined Glasgow 2018 and Stripe team push things forward. As the Championships themselves kicked off two weeks ago, our day to day activity changed but not the way we worked.

On the 1st August we changed gear and moved to near round-the-clock measurement and monitoring of conversation surrounding the Championships, seven days a week. For twelve days we tracked key conversations, influencers, opportunities and issues. We watched Adam Peaty break another world record and set Twitter alight, we shared the home crowd’s disappointment when Ross Murdoch just missed out on a medal by the narrowest of margins, and we celebrated when Laura Kenny’s comeback led to a well-earned gold (and a mention from Elton John).

The Stripe team was responsible for gathering data and insight on all online discussion in real time and delivering reports at regular intervals each day, as well as spotting and working up reactive content and creative opportunities to maximise impact during the Championships.

Now that the event is over, all that’s left is to reflect on an amazing 18 months of preparation and hard work that resulted in one heck of a payoff. We’re still pulling together our wrap up report of everything that’s happened since that first milestone campaign, but we already know for sure it’s going to point to a hugely successful event and we’re so proud we got to be a part of it.

Magfest 2015 – Create Inspire Evolve

Magfest 2015 – Create Inspire Evolve

On Friday 18th September we headed to Edinburgh’s Surgeon’s Hall for the fourth PPA Scotland Magfest. A day of presentations, discussions and celebrations of all things magazine. In 2015, this means not just chatting print, but addressing the various communications channels and challenges that modern publishing is presented with.

Create

Magfest 2015 kicked off with Cannes Lions CEO Phil Thomas tackling the topic of creativity head on. ‘Any brand can be creative’ he said, and the award winners at Cannes Lions illustrate this as well as anything else. Just consider the now infamous Volvo trucks spot featuring Jean Claude Van Damme – the biggest winner the festival has seen yet, despite the distinctly ‘unsexy’ product. Creativity matters not just because it can be a force for change and for good, but because it directly drives higher ROI for businesses. This is important for brands to get their heads around, and for the agencies that work with them to reiterate. Not their capacity to be creative – all know this, though not all apply it – but the evidence that great creative work itself delivers higher share value and drives long term business impact. Bravery pays off.

This sentiment was echoed by several other speakers. For BBC Worldwide, creativity is part of how they do business, not something they apply from time to time. Marcus Arthur explained that the BBC Worldwide team know that if they’re creative and build the reputation of the BBC then financial success will take care of itself. This focus on being creative and getting the best ideas to come to fruition delivers better results than focussing on the finances as the sole end in themselves.

Driving Online revenue Panel Discussion at Magfest 2015

Throughout the day the spectre of ‘disruption’ was present: disruption of the publishing industry, of TV, culture, advertising models, customer loyalty and news discovery. For the BBC, as for many of the other businesses in attendance, creativity has been what has allowed them to overcome some of the challenges that disruption has created and led to new and exciting outcomes they perhaps had not anticipated.

Inspire

Disruption need not be seen as a negative force, but an opportunity that should inspire change. For example, the last few years have seen ever more conversations about the ‘death’ of newspapers and the decline of print, but to paraphrase Francesco Franchi of IL magazine, “it’s not that newspapers are dying, it’s that one way of making newspapers is coming to an end”. This is by no means unique to the newspaper business, and how individual companies react and adapt is helping to inspire others and shape the long term future of a swathe of industries.

Evolve

To mitigate some of the risk that goes hand in hand with treading new ground, more and more publishers and brands are looking at how they can intelligently apply data. Our own Darcie Tanner spoke about how organisations of any size can make sense of ‘big data’ and draw useful insights from the mass of information out there and data got called out as a priority consideration in a number of talks throughout the day.

Darcie Tanner, Stripe Communications at Magfest 2015

Kerin O’Connor revealed some of the ways they’ve used data at The Week to inform their evolved print and digital model and consistently grown both strands by ensuring they really understand their audience. With staggering renewal figures and a progressive test and learn approach to new activity, they’re continuing to see returns and have sidestepped the issues that have affected many peer publications.

Kerin O'Connor, The Week at Magfest 2015

Understanding your audience was also at the core of Mimi Turner‘s session, where she discussed how The LAD Bible has come to know more about the tricky to reach 18-24 males group in the UK than perhaps any other organisation. With a reflective, community led proposition they are committed to going where their audience directs them and making it easy for them to find what they want. She advocated a shift for publishers from being ‘doers’ (which is a role now belonging to the audience) to being listeners. This is a tricky notion for some brands and publishing businesses to apply, having kept customers and audiences at a distance from the inner workings of their business , but if they’re to succeed in a modern, integrated communications landscape then it’s something that can’t be ignored.

What was clear from all of the speakers and the discussions amongst attendees was that the sector isn’t sitting still and there’s a lot of positivity about what the future might hold. With so much changing and so much interesting work happening to meet the challenges this brings, it’s an exciting time to be involved in publishing.