Read the case study of how we developed and executed a digital strategy to promote Grand Prix Predictor.

Born HIV Free is a multi-channel, European campaign for the Global Fund. The aim is to raise awareness of, and generate funding, to combat mother to baby transmission of HIV.

Our role

We provided technical strategy and project managed the development of the website and other campaign assets including [launch materials here] . The project was an example of multi-agency working at its best;  red design provided art direction, planning and media was by Ogilvy, content by TBWAMAP, and Flash work by Kanoti.

Results

The campaign site (no longer live) was nominated for .NET magazine site of the year, and received over 25 million views with over 750,000 people signing the online petition. The campaign also received a number of awards including a Silver Effie.

As a result the Global Fund secured $13 billion of new funding. View the full campaign results on the Global Fund’s website.

Around one in 12 people in the UK suffer from asthma and an estimated 40,000 students with asthma start university in September and October each year.

This time traditionally sees an increase in preventable hospital admissions among 16-24 year olds. This is influenced by new-found independence at university, pressure from new peer groups and a lack of understanding around the severity of asthma.

Our brief was to create the concept, brand and key visuals for a campaign aimed at 16 to 24 year-olds, which would support and empower young people with asthma during this important life transition.

Our role

We developed the digital strategy and creative for ‘Big Up Your Chest’, a Facebook campaign featuring bespoke page and content design and video and photo apps. The campaign is a partnership between Asthma UK and Kodak.

We delivered training on Facebook page moderation and management. As well as writing ad copy and providing support in the management of a Facebook ad campaign.

Results

To date the Facebook page has received over 4,250 likes. Posts have received over 260,000 views and there have been over 2,100 comments and shares. We also received some fantastic celebrity endorsement from Nathan Sykes of the Wanted.

The campaign was featured as Third Sector’s digital campaign of the week.

Castrol EDGE Grand Prix Predictor is a fantasy Formula 1 game jointly developed by Castrol EDGE and Haymarket Media Group.

We were briefed to develop and implement a digital strategy to promote the game in the run-up to the start of the 2012 F1 season. Our target was to recruit 20,000 players by the end of the season.

Our role

We made a number of recommendations covering audience need and hierarchy of messaging, and put together a strategy that included:

• Email marketing to Haymarket’s motorsport databases
• Facebook advertising
• Paid search
• Twitter and Facebook community engagement

We also delivered a content plan and training in social media management and moderation.

We created and managed a four week Facebook advertising and AdWords paid search campaign for the two weeks preceding, and the two weeks following, the start of the season.

Results

We smashed our target before the season had even started, recruiting 21,000 players ahead of the Australian Grand Prix. The number of players now stands at over 26,000.

The Castrol EDGE Grand Prix Predictor has been shortlisted for the AOP (Association of Online Publishers) Digital Awards and the British Media Awards.

Great photos and highlights from SXSW Interactive 2012. Courtesy of David Crandall.

Castrol EDGE Rankings is produced by Castrol EDGE and Haymarket Media Group. Using an algorithm powered by Autosport.com the Rankings assess the performance of every race and rally driver across 43 of the world’s leading motorsport championships and races.

We were appointed to review the core proposition and recommend ways in which the Rankings could grow its audience.

Our role

The project consisted of two stages:

1. Identify: gathering key insights from search, social media, web metrics and from interviewing the team at Haymarket.
2. Create: making digital strategy recommendations covering content, search, social media and email marketing.

Results

Our strategy increased unique visits to over 160,000 per month, 60% above target.

“We have been working with ralphs mcintosh + partners to increase audience engagement in Castrol EDGE Rankings. It was a real challenge but they quickly got to grips with the brief and provided actionable insights and strategic thinking that have helped us improve our offering in just about every way. We look forward to working closely in future as we develop our social media strategy.” Rob Aherne, Publisher, Haymarket

Bridges Ventures is a sustainable growth investor whose focus is on delivering both financial returns and social and environmental benefits. They currently have £275 million under management in three sustainable growth funds.

We were briefed to deliver an assessment of a software as a service business under consideration as a possible investment opportunity.

Our role

We delivered a project that identified:

• The robustness and viability of the software.
• The business’s technical and project management capability.
• The development road-map. Whether time and budget estimates were realistic, and the necessary project management and development processes in place.
• A business and technical risk assessment.

The Gym Group is a revolutionary new gym concept, providing state of the art gym equipment at affordable prices, with no long term contract. Established in 2008, it now has 18 sites across the country and a further 25 in the pipeline.

We provide digital strategy and project management on a retained basis. Our objective is to ensure internal and external platforms improve customer acquisition and support growth.

Our role

First we undertook a root and branch evaluation of The Gym’s digital systems, establishing the suitability, scalability and capacity of their infrastructure and processes. Following this evaluation we proposed a series of recommendations on how digital communications and systems could be expanded to support the business as it pursued aggressive growth plans over the next three years.

We are currently overseeing implementation of the recommendations, managing new and existing suppliers to significantly improve The Gym’s online marketing capability, develop a road-map for better mobile services, strengthen project management and governance, and increase customer acquisition rates.

We are also working with the board and investor groups to define budgets and develop a long-term technical strategy that strengthens the business’s reputation for leadership and innovation in the affordable gym sector.

Results

Our work led to investor backing for a number of new projects. A new marketing website is due to launch shortly, with improved mobile capability.