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principality

My Fave Dave

As a major organisation headquartered in Wales, our client Principality Building Society was keen to cut through on social on St. David’s Day.

Our cross-platform campaign reinforced Welshness in a playful, engaging way- and even got Prime Minister David Cameron talking about it!

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Objectives

  • To engage a wider Facebook audience with fun content promoting the Principality brand

  • To attract over 1,000 video views and 100 story shares

  • Increase following by 25% over the standard increase over the campaign period.


 

 

What we did

  • Used the results of Principality’s social media community survey- which identified a strong motivation to share humorous content- as the theme for the campaign

  • Created ‘My Fave Dave’- a Facebook competition to celebrate St David’s Day, asking people to nominate their favourite person they know called David, Dave, Dai, Dewi or Dafydd by tagging them in a Facebook post and sharing their story of why for a chance for them to each win a prize (a £500 holiday voucher each for a boutique Welsh hotel group)

  • Created a short, funny video featuring an everyman character going about his day in a world filled with Daves (including talking babies and dogs!)

  • Teamed up with WalesOnline to extend the reach of the content

  • We posted the content on the Friday at noon, an optimum time for engagement for our community, ahead of St David’s Day on the Sunday. Tuesday morning brought an unexpected turn- Prime Minister David Cameron had become aware of the campaign and said in a St. David’s Day reception speech on the Monday evening, that unfortunately his wife’s ‘fave dave’ was David Walliams. Using our contacts, the story was reported by Wales Online before being covered by Mail Online and Mirror Online. We capitalised on this through reactive social posts, taking the campaign to a wider audience.

Results

  • Extended Principality's Facebook community of 3,700 to over 90,000 by teaming up with Media Wales, reaching 390.8k

  • 22,781 video views

  • 183 stories shared

  • An 85% increase on the weekly average of new Facebook followers and a 30% increase on Twitter

  • Shortlisted with Principality for Best Social Media campaign at the 2015 CIPR Cymru PRide Awards.  The winner will be announced on 16th October 2015.

 

 

 

 

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