Communication at Eye Level
This spring, Caroline Stephenson, PR Manager at Hungryhouse, was nominated for an international communication award for her part in the successful campaign ”Delivery Hero of the Year 2014”. The campaign was designed to bridge the disconnect between consumers engaging with the brand online and associating restaurants with the brand on a local level. Delivery drivers were nominated, short branded films were created and content was seeded through multiple channels.
af Redaktionen
At Communication Manager's Day September 23, 2014, Caroline will share insides on how to do communication at eye level, creating visibility for customers and pride in the organization. In this context, we asked Caroline some questions about her background, the campaign and communication trends in the UK.
What is your educational background for being a PR Manager?
I actually have no real educational background in PR as I studied Medieval and Modern History at university. My break into the communications industry came when I was accepted on to a grad scheme run by a London-based PR agency – and there's no better way to learn the ropes than being thrown in at the deep end of agency life!
What kind of communication initiatives are trending in the UK right now, in your opinion?
It's been a buzzword for a while, but for me the major trend of the moment is content marketing. Its impact on SEO, PR and social strategy has been significant and as online marketing becomes ever more important, I'm excited to see how content evolves to keep up. With more and more focus on visual content, including video, I hope we'll continue to see even more beautiful and creative content campaigns off the back of the trend!
Why do you think the campaign you were involved in got nominated by EACD?
I think the Delivery Hero of the Year campaign was nominated because of its multi-channel nature and unusual marketing approach – putting the spotlight on the ‘unlikely hero’. The campaign encompassed multiple aspects of the marketing mix, seamlessly connecting online and offline channels and appealing to both B2B and B2C audiences, yet retained a clear focus and objective: humanising our online brand.
‘Delivery Hero of the year 2014’ puts the spotlight on the ‘unlikely hero’. Through branded films the campaign profiles five shortlisted drivers, chosen from over 9,000 partner restaurants, giving them a chance to share their stories and experiences while delivering takeaway food.
What are the best British PR-/PA-campaigns you know?
There is a huge amount of creativity in the UK communications industry and there are always exciting multi-channel campaigns being executed. A recent favourite of mine was The Pilion Trust's low-budget, anti-poverty campaign in April. The ‘shock tactic social experiment’ was very simple and content driven (with a viral video) and garnered hundreds of ‘column inches’ and huge social engagement – no doubt smashing any KPI's set, increasing brand awareness more than ten-fold and hopefully resulting in a dramatic increase in charity donations!
The Pilion Trust anti-poverty campaign featuring a man with a sandwich board saying “Fuck the poor”. The campaign provoked a strong reaction online and got more than 170,000 views on YouTube in 24 hours.
Read more and sign up for Communication Manager’s Day here.
