what we’ve been doing, thinking and observing
We’ve all heard a lot about content marketing recently, haven’t we?
The truth is, it’s not a panacea or a box to be ticked, but it is a very important part of the mix when it comes to engaging your audience and getting your message across.
Of course, the content has to be good in its own right; and that means being interesting, engaging, disruptive, entertaining, funny, informative, useful, or all of the above (if that’s even possible).
But even the best content rarely does its job well in isolation. Great content needs a great amplification strategy around it, ideally involving earned, social and paid media to really make it fly. That’s where we believe Threepipe is a bit different from all the other people out there telling you “content is King”.
Click here for a look at some of the work we’ve done recently in creating and amplifying content across multiple media channels.
In 2014, the platform for Cancer Research UK’s Race for Life campaign was: ‘Cancer, We’re Coming to Get You.’ We were tasked with using social media to amplify the message, creating an emotional connection and encouraging women to sign up for Race for Life.
We created a Twitter campaign inviting people to “let cancer know what they think of it” by tweeting their message to cancer using hashtag #OiCancer.
With so many campaigns existing purely within the confines of social channels, we also felt that a physical, real-world dimension would be essential in helping to cut through, encourage participation and provide opportunities for media coverage. So, each tweet sent helped to inflate a giant physical #OiCancer speech bubble (the size of a double decker bus) positioned next to Tower Bridge in London.
We got celebrities and other social influencers involved, helping the campaign to reach 28 million people through Twitter and drive sign ups to Race for Life in 2014.
We have worked with Rachel’s for several years, using PR, content and social media to connect the brand with its core female audience, driving awareness, engagement and frequency of purchase.
Product PR, blogger relations, recipe videos, brand partnerships and influencer engagement all play their part in keeping Rachel’s front of mind and maintaining the brand’s premium positioning.
Sitecore wanted to reach C-Level executives in the UK, demonstrating the value of creating one-to-one personalised consumer experiences across multiple digital channels.
We developed an integrated brand and lead generation research campaign to investigate how individual business leaders at consumer-facing FTSE 350 businesses are embracing digital channels to create a ‘Personal Touch’ for their businesses and, in doing so, encouraging a two-way dialogue with stakeholders Threepipe developed an integrated brand and lead generation research campaign to investigate how individual business leaders at consumer-facing FTSE 350 businesses are embracing digital channels to create a ‘Personal Touch’ for their businesses.
When 4Music asked us to help launch their new online simulcast player, we used a multi-channel paid digital strategy to drive interest amongst existing and prospective 4Music fans (who were moving away from traditional broadcast channels).
Understanding that different channels bring different benefits, taking an integrated approach across display, search and social advertising allowed us to deliver against all core campaigns KPI’s from reach, to engagement, to traffic acquisition and finally conversion.