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what we’ve been doing, thinking and observing

Probono Bio promotional product

Pro Bono Bio appoints Threepipe to develop integrated Flexiseq campaign

November 19, 2014   |   Eddie May

Following a competitive pitch, Pro Bono Bio (PBB), the world leader in nano-physical medical devices, has appointed Threepipe to support FLEXISEQ, an innovative drug-free gel to relieve pain and stiffness associated with osteoarthritis (OA).

FLEXISEQ launched into the UK market earlier this year after successful clinical trials and has enjoyed an overwhelmingly positive response from retailers and Arthritis Research UK, the charity leading the fight against arthritis.

Threepipe will be highlighting the lifestyle benefits that FLEXISEQ can bring to the UK’s nine million osteoarthritis sufferers. Press office work will focus on reaching OA sufferers through national and lifestyle media and developing creative campaigns that drive usage occasions at key times of the year.

Threepipe will develop digitally led integrated campaigns across earned, owned and paid media and will oversee the management of the brand’s social media channels, which will be key to building product advocacy.

A key focus area for the brand is to build upon its growing usage by professional athletes who are turning to FLEXISEQ to help manage their pain. FLEXISEQ works with a number of professional clubs including Leicester Tigers and Saracens and elite athletes including Saracens, England and British & Irish Lions rugby player, Brad Barritt.

Jim Hawker, Co-Founder, Threepipe: “It’s not very often that a genuinely scientific breakthrough non-prescription medical product comes to the market and it’s exciting to be on board to help the brand reach its full potential in the UK.”

Mark Oldacre, Regional Commercial Director, N. Europe, Pro Bono Bio: “Threepipe’s ability to run an effective press office as well as maximise the digital opportunity around our brand was key to them being appointed. We loved their enthusiasm for the brand and their creative thoughts about how to drive awareness amongst key audience groups.”


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‘Facebook at Work’ – Will it work?

November 17, 2014   |   Justin Schwartz

Some companies go as far as banning Facebook from their offices in order to avoid distraction and multi-tasking. Those policies might need to be amended soon, as it’s been reported by the Financial Times that the social network is creating a spin-off product focused on workplace communications, called, you guessed it, ‘Facebook at Work’.

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Launching LeapTV

November 7, 2014   |   Eddie May

It’s been a busy week here for Team LeapFrog, as we helped to launch the first video game system built just for young children: LeapTV.

As part of the launch campaign, we organised a day of media interviews and product testing in Central London with Strictly star and celebrity mum, Tess Daly, resulting in coverage across target national and parenting titles including the Daily Express, Observer, and ParentDish.

Behind the scenes content was also created, which we shared across the LeapFrog UK social channels and seeded into online media. You can take a look at the video of Tess playing with two little gamers having fun with LeapTV here.

To create additional buzz on social media, we worked with parenting and technology bloggers to host LeapTV parties the weekend before launch. Five bloggers were sent a LeapTV with some goodies to host their parties, which they shared posts of on their own social media channels along with images, videos and posts about their experience.

The response from media has been really positive and within one week of launch we have already seen over 40 pieces of coverage, with more to come. Christmas is just around the corner too, and LeapTV is set to be one of the must have gadgets for kids according to various Gift Guides from T3 to Mother & Baby.

The LeapTV system is now available. For more information, visit


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Jantastic Turns to Threepipe for 2015 Challenge

October 28, 2014   |   Eddie May

Jantastic, the New Year fitness challenge that in 2014 saw over 21,000 people log 356,000 runs and cover in excess of one million miles, has hired Threepipe to launch Jantastic 2015 and help to drive a significant increase in participation.

Jantastic is a unique and exciting digital challenge that gives individuals and teams the structure and motivation to achieve their personal fitness, health and performance goals through the tough winter months, through a combination of swimming, cycling and running.  Threepipe will be implementing a combination of digital marketing, PR and social media engagement to raise awareness of Jantastic and encourage new people to sign up.

Eddie May, co-founder of Threepipe, said, “Jantastic is a brilliant initiative that really helps to encourage and motivate people to get active during those challenging winter months.  It was a big success in 2014 and we’re excited about helping to make it even bigger for 2015.”

Martin Yelling, co-founder of Jantastic, said,  “Our goal is to be the ‘go to’ New Year’s fitness campaign, with participants challenging themselves by making and meeting personal health, fitness and performance targets that can bring about life-changing results.  Jantastic is free to participate in, can be done in your own time and own your own terms, making it suitable for everyone.  I’m delighted to be working with Threepipe who really understand and share our vision for Jantastic 2015”.


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October 10, 2014   |   Eddie May

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.

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  |   Eddie May

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.

Click for more.

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