Remarkable Content and Hampshire County Council team up on award winning digital campaign
Public relations and content marketing specialist, Remarkable Content and Hampshire County Council were awarded the ‘Digital Campaign of the Year’ award at the 2017 UK Public Sector Communications Awards on the 6th September, for their work on the 2016 library service awareness campaign.
This latest award win for Remarkable Content comes as a direct result of the work that the team has been doing with Hampshire County Council to promote and raise awareness of the library services on offer to Hampshire residents. The local authority wanted to raise awareness off its eMagazine app, increase downloads and new membership sign-ups, as well as re-engage lapsed members.
The Remarkable Content team devised a campaign strategy that challenged the public’s thinking about libraries and persuaded people to take another look at their library. The campaign was tailored to target specific audiences identified as those likely to have the greatest potential for growth in library usage. The expertly crafted content of the campaign focused on showcasing the growing digital offer from Hampshire Libraries and encouraged local people to engage and interact with these services.
A series of attention grabbing, pop-art style advertisements were developed by Hampshire County Councils design team, created to appeal to the segmented audience groups, with a bespoke landing page created for the campaign, to give visitors ease of access and make registration as straight forward as possible. The adverts were concurrently driven across digital and social channels to build intrigue and encourage people to find out more. Remarkable Content carefully monitored the campaign throughout its lifespan, analysing engagement levels, digital advertising results and the correlation between these and the number of sign-ups to the online library services.
On average, the campaign delivered 6,195 new sign-ups to Hampshire Libraries; over 15,000 eMagazine downloads; and an uptake of engagement on digital platforms, with over 77% of people accessing the Facebook adverts via a mobile device. Overall, the campaign delivered excellent results, not only for initial downloads but year on year with a 150% increase in eMagazine download levels.
Samantha Clough, Director at Remarkable Content, commented on the award win: “We are thrilled to have been awarded the ‘Digital Campaign of the Year’ award and believe this is a real testament to the hard work and dedication of the Remarkable Content team. The brief for this campaign was not without its challenges, and the team did a fabulous job of meeting the objectives set by Hampshire Libraries to identify new channels to reach key target groups and drive engagement.”
“We took the detailed brief and with a carefully considered campaign, found a way to not only deliver the desired results, but do so in a creative way – that is, in our eyes, a win in itself!”
This award is the latest in a string of industry accolades that the agency has picked up over the last twelve months, with three award wins for our work with ABP on its ‘Beyond Zero’ health and safety campaign including: first place for ‘Employee Engagement’ at the RAD Awards 2017, a Bronze at the Brand Film Festival 2017, and another gong at the Content Marketing Awards in late 2016.
For more information about Remarkable Content’s work with Hampshire Libraries, have a read through our campaign case study.
If you would like to know more about Remarkable Content’s offering and how we could create an award-winning digital campaign for your organisation, get in touch with us today.