Delivery of national PR and social media for #SocialSaturday – Social Enterprise UK
Social Enterprise UK (SEUK) is the trade body for the biggest network of social enterprises in the UK.
With the core belief that social enterprise is the best chance of creating a fairer world and protecting the planet, each year they run a nationwide event, Social Saturday, to encourage consumers and corporates to buy social.
We were tasked with generating consumer and trade coverage for Social Saturday 2017 to engage new audiences ahead of, during and post the event. We also needed to build momentum and increase social following and reach, as well as create and strengthen relationships between SEUK and journalists.
Last year’s event had been a huge success; we wanted to make 2017 even better.
Our strategy was to create a steady drumbeat of conversation around the themes of “buying social” to maximise coverage in the lead up to the big day. The campaign kicked off with online video content, spearheaded by actor and ambassador Michael Sheen, to draw attention to Social Saturday.
To achieve maximum exposure, we drew upon our relationships with national, trade and online media. Purposefully forging strategic relationships, we hosted an exclusive launch event where journalists were invited to meet SEUK, its members and try their amazing social products. To give the campaign longevity and create ongoing interest, we supported SEUK’s bespoke research ‘The Future of Business’, as well as focusing on members’ case studies to achieve additional coverage and further promote the importance of social enterprise.
We created a PR and engagement campaign that exceeded our objectives and the client’s expectations.
Ten national journalists attended our launch event, including those from The Sun, Daily Express, The Times, Buzzfeed and Channel 4. We achieved 12 pieces of coverage, including The Sun, The Daily Express, The Times Brexit Podcast, Huffington Post, Business Reporter, Civil Society and NewStart, resulting in online readership of 131 million and offline circulation of 1.56 million.
#SocialSaturday2017 achieved a reach of almost 1.9 million and over 4 million impressions across social platforms.