I'm so happy to see all the hard work on this recognized. This social campaign was launched during the run-up to the UK general election, targeting policymakers and civil servants alongside young people interested in governance and the state.
The strategic challenge was framing government policymaker subject matter into thematic campaigns that could resonate with the public.
A 'hook, line, sinker' messaging framework for different audience groups and segments really helped create content carousels that would resonate with different audiences.
Here's the summary:
Fighting for policymakers' and politicians' attention during a surprise UK general election. The Tony Blair Institute for Global Change hosts its one-day event, the Future of Britain 2024, every year. In 2024, the theme was Reimagining the State in the Age of AI. This invitation-only event gathers senior civil servants, policymakers, politicians, influencers, think tanks, and NGOs in central London.
It is also live-streamed; an essential measure of its impact is engaging a wider government, civil service, policymaking and engaged citizen audience via the livestream.
Our job as their social media agency was to maximise live stream registrations and engagement with this difficult-to-reach audience in the lead-up, on the day, and after the event across owned and paid social media. As an event in its third year, our targets were set against the previous year's performance. The six-week paid and organic social media campaign we planned and created around audiences, issues and their impact on UK society smashed all targets up to +49% YoY.
The work has been shortlisted in the Social; Government and NGO category.
Drum shortlists here
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