Having previously worked with Marie Curie on their Great Daffodil Appeal Campaign in 2016 and 2017, Curated were brought on for an additional two months to support their Blooming Great Tea Party campaign throughout April, May and June 2017.
What They Did
The aim of The Blooming Great Tea Party was to raise awareness of the event and help to boost Marie Curie’s search visibility at the same time. The channel they used to achieve this was digital PR.
There was a very quick turnaround with this campaign as Curated had only three months in which to put together a strategy and run the campaign. So in order to tackle this as quickly and efficiently as possible they did in-depth research into Marie Curie’s target audience and devised the best way to reach them.
They wanted to make this campaign as creative as possible, so instead of going down the traditional PR route of pitching out to publications, they decided to run a digital influencer campaign. Using their knowledge of influencer marketing and their creative brains they set to work on devising a strategy which would entice influencers to become involved without asking for payment. They wanted influencer content to raise awareness and encourage people to sign up to host their own tea parties.
In order to identify influencers, they conducted in-depth research into their overall engagement statistics, previous work, and social media following. They also ensured that their main audience was in line with who Marie Curie wished to target. They wanted to tap into people’s creativity and draw out the tea party theme. In order to do this, they approached various influencers around the UK and asked them what they thought about creating their favourite tea-time treat. These posts would then link back to the Blooming Great Tea Party page, which in turn encouraged readers to click through to the site to learn more, and sign up to host their own tea party for the charity.
The campaign was a huge success and resulted in them being nominated for a UK Agency Award. They almost tripled their target, gaining coverage on numerous food, lifestyle, beauty and family blogs.
In addition to this, Marie Curie’s search visibility increased dramatically for terms directly related to the terms which they had asked us to focus on. By decided to break away from traditional media and deciding instead to focus purely on digital influencer marketing, they were able to collaborate with the influencers to create fun and creative content which touched on the human element of the campaign.
They knew that people engage with content that they find useful. By coupling this with giving people lots of different ways to bake their favourite tea time treats, Curated were able to engage their target audience via more coverage than they initially expected.