Irish Independent Choices Campaign

WHAT’S GOING ON?

We are defined by the choices we make

The Irish Independent, like all newspapers, are continually under attack about their relevance in a digital age.

DESIGNING FOR THE COLLECTIVE

We wanted to stimulate readers to think by asking them to vote on choices. Voting was facilitated online through a specially built landing page and Facebook Polls. Offline voting was supported by tailored phone numbers that people called according to their stance on the issue. The results were published in the Irish Independent. All social media content was generated by what was happening in the news that day. The content generated in polls fed into articles on independent.ie, where we reflected on consumer sentiment.

WHY DOES IT MATTER TO PEOPLE?

Our consumer must trust us and in return we should provoke/challenge our consumer and keep them well informed.

DELIVER TO THE INDIVIDUAL

HOW DID WE ENCOURAGE DISCOVERY AND LEVERAGE MOBILITY & PLACE?

The campaign contained provocative OOH posters left unbranded for the first 4 days of the campaign to ignite a conversation of suspense. This resulted in a large volume of earned conversation online and on radio. We stimulated twitter conversation through a Promoted Trend & Promoted Tweets and on Facebook sponsored stories and polls drove discussion. All social media content was timed to sync with TV activity to allow all facets of the strategy to work seamlessly together. Social Media also included Twitter Keyword Targeting (industry first) which allowed us to only target those talking about our topics further igniting debate.

OUR IDEA

A brand campaign that integrated social commentary from readers through feedback from their own social profiles, public voting and integrated content throughout.

HOW DID YOU CREATE CURRENCY, CONVERSATION, CONTENT & COMMUNITY

WHAT HAPPENED

HOW DID WE CONTRIBUTE TO GROWING CLIENT BUSINESS

In terms of brand perception, we increased our quality scores while eroding those of the Irish Times, and overtook them as the paper with the best reputation in the Irish market.(source: Ignite Research). Socially, we increased Facebook fans by 17% and Twitter by 12%. We had 27,292 interactions on our polls as well as 11,772 engagements on twitter. Further to this, we elicited over 1,000 calls to the phone kiosks turned voting booths.