Challenge
Covid-19 has been a cruel blow to the progressive economic development of Northern Ireland. However, with economic and financial assistance from the UK Government, many businesses here in NI have been able to survive and ready themselves for post-Covid opportunities. It was clear from insight that many eligible businesses in NI were not fully aware, nor were availing of the financial support that was open to them. The Northern Ireland Office tasked us with a month long campaign window in which to deliver timely, relevant and creative content to inform the public of the range of UK Government support available to them.
Solution
Our approach was based on true collaboration with our clients at the NIO. We worked as one team with the client to plan, produce and report over the course of a month – with the flexibility to adjust and adapt as the Covid-19 situation changed in real time. Initially, we undertook audience research, which informed our approach to creating a media plan targeting business decision makers, business owners, and employees across a range of sectors, and across Northern Ireland. In addition to this, we worked within guidelines to adapt and adjust the campaign look and feel to best resonate with the target audience. It was imperative that we worked through this as quickly as possible – as the difference of a day lost in terms of knowing about and accessing this financial support could have serious negative impact on businesses of any size through this crisis. The Execution Over the course of the month-long campaign, we worked with The Northern Ireland Office to identify businesses throughout Northern Ireland who had already accessed this support. We began to shoot and edit a series of case studies that informed the public of UK Government support and demonstrated the real benefit gained. Shooting and editing on the same day, on a back to back basis allowed us to produce several different creative treatments across the course of the month. Consisting of case study videos, animations and static posts across paid social channels of Facebook, Instagram, Twitter and LinkedIn – all supported by ongoing search ads. We worked with The Northern Ireland Office to have daily ‘stand-ups’, and regular contact throughout the day. One priority for both sides was to ensure shooting in a Covid-secure, socially distant environment to protect both businesses and staff.
Results
The campaign saw effective results for The Northern Ireland Office. But most importantly, real results for Northern Ireland businesses. The campaign not only met, but exceeded targets and helped bring real financial aid and surrounding support to those who needed it most in Northern Ireland.
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