RDW Creative

Case Study

Helping Newcastle Building Society to make a great idea work

Newcastle Building Society event video screenshot. 
Harnessing the services of an experienced Marcomms agency with a wealth of experience in creating and managing promotional events, took away a lot of the hard leg work for the comms team at Newcastle Building Society when it came to creating an event for their #KICKOUTFOODPOVERTY Campaign. This was a football themed event to boost entries into a social media competition; build awareness of the client’s involvement in the charity; increase brand engagement and expand their online presence. It was a great concept and RDW played a key role in making the event happen.

Making an event work like a well-oiled machine
CLEAR OBJECTIVES - Before the event, a clear objective to boost the client’s brand awareness with the target audience was defined.
 
AN ENGAGING CONCEPT - Bringing a great concept to life included managing all logistics for the event; acquiring permits from local authorities; scheduling the event for maximum impact (in this case to coincide with a Newcastle United home game); finding and booking a suitable city centre location; booking professional freestyle footballers to perform at the event; developing designs for branded merchandise; writing and producing promotional videos.
    
DETAILED PLANNING - The agency drafted detailed execution plans including risk assessments; contingency & crisis management plans; and booked the required resources including all of the AV equipment, staging materials and promotional staff.
  
EVENT SUPPORT - During the event, experienced agency event managers coordinated all of the elements and supported the client at every stage from setup to breakdown.

SOCIAL MEDIA MANAGEMENT - Social media teaser posts were made leading up to the launch and live online engagement was maintained throughout by not only having all entries shared through the customer channels, but partnering with influencers to share content with their larger followings.
  
POST EVENT FOLLOW UP - Media content was created to be shared following the event and attendee followups ensured that the impact of the event in terms of the predefined metrics could be fully evaluated to improve future events.
The outcome
Overall, the social media competition proved to be a highly effective promotional event, significantly boosting Newcastle Building Society’s online presence and engagement while fostering brand loyalty among participants and bringing new eyes to the brand from a new audience demographic. The entries into the competition increased by over 400% following the event and the client was so pleased with the outcome that RDW were asked to replicate the event at a second location two weeks later.
Newcastle Building Society event photographs and #KICKOUTFOODPOVERTY social media campaign.
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