Run the run
Run the run
Raising awareness and funds for mental health charity HeadsTogether through the London Marathon campaign 2019 for Collinson
Raising awareness and funds for mental health charity HeadsTogether through the London Marathon campaign 2019 for Collinson
Challenge
As in the previous two years, the company gave six people the opportunity to run the London Marathon. The purposes of the campaign were to help the runners reach their fundraising targets for mental health charity, Heads Together, and to engage with a global workforce about mental health in the workplace.
As in the previous two years, the company gave six people the opportunity to run the London Marathon. The purposes of the campaign were to help the runners reach their fundraising targets for mental health charity, Heads Together, and to engage with a global workforce about mental health in the workplace.
Solution
A 3-month digital campaign, which had three phases – launch, run up to race day and wrap up. The campaign kicked off through news articles, videos and runners’ profile pages on the intranet. Activity shifted over to Workplace, which launched at the end of the second month of the campaign, as the perfect platform to create a buzz reaching all staff in the run up to the marathon. The campaign generated 50 pieces of content in the form of news articles, blogs and posts, of which 20 (40%) were user-generated. 66% of campaign activity took place on Workplace, which meant it generated twice as many blogs and posts in half the time when compared to the intranet.
Main campaign activity:
Intranet hub – This was a one-stop shop for the latest news and updates about the marathon.
Runners’ profiles – Each runner had a dedicated page with Q&A and link to their fundraising page.
Social media training – Workplace by Facebook officially launched at the end of the second month of the campaign.
Meet the runners in London event – A panel discussion took place in the London office on the Friday before the race with all the runners.
Race Day Photo Competition on Workplace – A global photo competition took place over the weekend of the marathon.
A 3-month digital campaign, which had three phases – launch, run up to race day and wrap up. The campaign kicked off through news articles, videos and runners’ profile pages on the intranet. Activity shifted over to Workplace, which launched at the end of the second month of the campaign, as the perfect platform to create a buzz reaching all staff in the run up to the marathon. The campaign generated 50 pieces of content in the form of news articles, blogs and posts, of which 20 (40%) were user-generated. 66% of campaign activity took place on Workplace, which meant it generated twice as many blogs and posts in half the time when compared to the intranet.
Main campaign activity:
Intranet hub – This was a one-stop shop for the latest news and updates about the marathon.
Runners’ profiles – Each runner had a dedicated page with Q&A and link to their fundraising page. Social media training – Workplace by Facebook officially launched at the end of the second month of the campaign.
Meet the runners in London event – A panel discussion took place in the London office on the Friday before the race with all the runners.
Race Day Photo Competition on Workplace – A global photo competition took place over the weekend of the marathon.
Learnings
Giving users freedom in a framework resulted in fresh and varied content. The runners were given social media training and guidance but I did not prescribe what they should talk about in their blogs and posts.
The London Marathon campaign and Workplace made a great team. Workplace made it easy for everyone to share and receive updates about the marathon at the right time. Similarly, the marathon provided fresh content on Workplace and kept everyone engaged with it as a new internal communications tool.
Using real life photos of the runners for promotional activity on the intranet made the transition to social media seamless; and provided symmetry between the intranet and Workplace.
Giving users freedom in a framework results in fresh and varied content – The runners were given social media training and guidance but I did not prescribe what they should talk about in their blogs or posts.
The London Marathon campaign and Workplace made a great team. Workplace made it easy for everyone to share and receive updates about the marathon at the right time. Similarly, the marathon provided fresh content on Workplace and kept everyone engaged with it as a new internal communications tool.
Using real life photos of the runners for promotional activity on the intranet made the transition to social media seamless and provided symmetry between the intranet and Workplace.
Services
_ Campaign planning and implementation
_ Writing creative briefs for designers
_ Content generation
_ Copywriting and editing
_ Proof reading
_ Intranet information architecture
_ Intranet content plans and page wireframes
_ Front-end development and page builds
_ Intranet page design using Brikit Theme Press for Confluence
Services
_ Campaign planning and implementation
_ Writing creative briefs for designers
_ Content generation
_ Copywriting and editing
_ Proof reading
_ Intranet information architecture
_ Content plans and page wireframes
_ Front-end development and page builds
_ Page design using Brikit Theme Press for Confluence
