To support Provident Financial Group’s existing Good Neighbour community scheme, we worked with the in-house team to develop an online campaign to encourage members of the public to nominate good causes in local communities across the UK and Ireland to receive funding of up to £2000.
Provident briefed us to create an online campaign with the objective of increasing brand awareness, in particular that of their Good Neighbour community scheme which has been supporting communities across the UK and Ireland since 2009 by investing in local projects and charities.
We developed a ten month digital campaign to grow the reach of the scheme and, for the first time, invited the public to nominate and vote on projects that qualified to receive funding.
We built a bespoke website where users could nominate and vote for their chosen projects, as well as learn about those which have previously benefited from the scheme.
We split the UK and Ireland into four individual regions, which were visually represented on an interactive map. Each region had a specific nominating, shortlisting and voting period, which we content managed for the duration of the campaign.
Through social media activity, we encouraged the public to submit nominations for good causes in their local areas, from which a shortlist was decided by a Provident judging panel. The shortlisted projects were then put to an online public vote to decide the final winners and runners up.We used Facebook and Twitter to promote the nomination and voting periods, through a mixture of organic posts and paid advertising. We also used Twitter to outreach to individual charities and good causes, encouraging them to nominate themselves. This gained a positive response, with many of the organisations we outreached to submitting nominations to receive funding.
We also supplied social media assets for press packs put together for those shortlisted projects to help them raise awareness and drum up support. These included a bespoke press release, as well as social media assets to share on their own channels.
Across the 10 months, a total of £42,000 was awarded to 41 projects across the UK and Ireland.
Due to the success of the 2016 campaign, Provident have asked us to run the campaign again in 2017 with some updated features to the microsite.