Jaywing conducted a digital review for Sky Academy to help raise awareness among the brand’s key audience – mothers – of the work Sky Academy does with young people
Sky Academy is a set of initiatives that use the power of TV, creativity and sport to help one million young people unlock their potential. Originally operating under different brand names, and with varying levels of awareness, the programme was failing to communicate the singular power and difference that Sky Academy was making to young people across the UK.
Across digital, Sky Academy had a dated website presence and seven different social channels, all managed separately. A diverse range of audiences was being pulled into the channels, with generic content failing to meet benchmarks for engagement.
Sky Academy selected Jaywing to conduct a strategic digital review and provide clear recommendation for the brand across digital channels to their key target audience – mothers – to raise awareness of the work they do with young people and ultimately improve their brand score among key household influencers.
We conducted an in-depth review to understand the cross-channel relationships and brand relationships that Sky Academy has with its core target audience, alongside their propensity to interact over a sustained period of time and the current ability of the brand to meet audience expectations through compelling content.
From this, we crafted a powerful online strategy starting with a fully responsive website to act as a hub for all the Sky Academy initiatives, fuelling the one-to-one relationship that consumers would have with the brand through social. Using this integrated strategy, we could then originate ideas that provide a clear understanding of the work of Sky Academy by showcasing the unique opportunities and compelling stories behind the people, carefully crafted to increase engagement, interaction and advocacy over a sustained period of time.
Following creation of our Key Audience Engagement Strategy, Jaywing was appointed to manage Sky Academy’s social presence across accounts on Twitter, Facebook and YouTube, and we developed the new website to support all social activity. (Take a look at www.sky.com/academy)
To date, we’ve worked the programme and its advocates hard, leveraging a broad range of influencers to spread the message – ranging from educational sector stakeholders through to brand ambassadors across television, sport and the arts, including Jessica Ennis-Hill, David Beckham and Davina McCall.