Blog : campaigns

Madame Tussauds: Going Global

Madame Tussauds: Going Global

MADAME TUSSAUDS: GOING GLOBAL

CLIENT : MADAME TUSSAUDS

THE BRIEF

Ensure Madame Tussuads was part of the conversation surrounding the US Presidential Elections, while maintaining a tasteful and respectful approach during a highly charged political period.

THE STRATEGY

Utilising existing relationships with UK news agencies to hijack the news agenda and release strong assets of the new Trump figure in a timely manner – giving media something to talk about as the interest in the Presidential Inauguration built momentum.

THE RESULTS

A wide variety of coverage across UK and international broadcast, print and online media titles to help give us global reach.

THE MTV Europe Music Awards – Bringing the global to local

THE MTV Europe Music Awards – Bringing the global to local

MTV EMAs – BRINGING THE GLOBAL TO LOCAL

CLIENT : MTV

THE BRIEF

As communications partner for the 20th MTV EMAs and it’s first appearance in Glasgow, Stripe was tasked with maximising the event with local audiences and winning the hearts and minds of Glaswegians across the city.

THE STRATEGY

Stripe’s strategy focused on ensuring that Glaswegians were engaged and feeling part of the event – even if they couldn’t attend. A series of exciting and innovative events, extensive media relations and compelling social media content were used to amplify the reach and buzz of the award – including a search for super fans – affectionately known as screamers, social media treasure hunt with giant MTV logos and an exciting Lightshow from R&B star Labrinth.

THE RESULTS

To have been named as ‘undoubtedly the best agency MTV has worked with in 20 years of EMA’ was kudos enough however we also created a local MTV EMA Glasgow community online and offline that engaged with events and shared their experiences to amplify the buzz (single events achieved over 2.2 million impressions on twitter) and secured over 1.7billion OTS though positive and engaging media coverage helping to contribute to an economic impact for the city of over £10million

Festival of Museums – Targeting Families

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.

Ledaig – Reaching whisky connoisseurs

Ledaig – Reaching whisky connoisseurs

REACHING WHISKY CONNOISSEURS

CLIENT : BURN STEWART DISTILLERS

THE BRIEF

For the launch of Ledaig 42 Year Old, the brand’s rare and sought after ultimate aged Single Malt, Stripe was tasked with introducing the new expression to the global market. Through a combination of traditional PR and social media, we needed to gain maximum visibility amongst whisky collectors and connoisseurs to ultimately create demand and drive sales.

THE STRATEGY

In order to get Ledaig 42YO onto our audience’s radar, we worked hard to deliver maximum impact with minimum budget, developing a robust and focused plan of attack. The first step was creating a comprehensive communications toolkit to share with key Ledaig international markets to ensure quality and consistency of messaging across our global audience. This included building a dedicated Ledaig 42YO microsite to support raising the profile of the brand online and promote the significance of this new expression.

We worked with our in-house design team to produce a targeted, creative mailer to get the new expression into the hands of media and influencers, creating a stir online, grabbing the attention of key opinion formers, brand fans and prospective customers.

THE RESULTS

Over the course of the campaign, our activity secured 46 pieces of media coverage with 25,392,130 opportunities to see and hear, with a social reach of 119.2k across Facebook and Twitter.

Drink Drive Legislation Change Campaign

Drink Drive Legislation Change Campaign

SAVING LIVES BY DRIVING AWARENESS

CLIENT : THE SCOTTISH GOVERNMENT

THE BRIEF

When Scotland’s drink driving law was changed in December 2014, we were tasked with creating a campaign to raise awareness of the upcoming changes and to highlight the consequences to drivers – prior to the legislation coming into effect.

THE CAMPAIGN

Built around a simple idea – ‘just one drink is enough to break the law’ – our national launch in Edinburgh was followed up with photo opportunities and press calls across the country. Social media played a vital role, and our partnership strategy with brands such as Innis & Gunn (‘Innis & None’) spread the message even further.

THE RESULTS

506 media pieces were placed across print, broadcast and online media – creating over 365 million opportunities to see or hear campaign messages. 310,000 people were reached through our Facebook activity, with 6,500 users engaged on Twitter. Most importantly, the campaign helped to deliver a 19% reduction in drink drivers detected across Scotland.