Buxton Water – #WithYouAllTheWay
Buxton Water - #WithYouAllTheWay
Our challenge was to deliver a Twitter campaign that sought to engage both the runners and the spectators (both at the course and at home) of the Virgin Money London Marathon around Buxton Water’s sponsorship, whilst effectively communicating the brand proposition ‘Naturally Pumped Up’.
Twitter was used as the sole channel to amplify a wider integrated campaign with the ambition that Buxton Water be the vital online and offline companion to all those who either took part or took any interest in the Marathon, named #WithYouAllTheWay.
We used a combination of images, gallery, video and gif Tweet formats, offering creative diversity to compliment and enhance the sponsorship activation.
Three weeks prior to the race we engaged the runners with a competition using Lead Generation Cards that offered a select few the opportunity to run part of the Marathon with someone who had supported them throughout their training, named ’Run With a Loved One’. Between this time and the race, we posted Hydration Tips aimed at helping them get through the race with the right hydration strategy.
— Buxton Water (@buxtonwater) April 10, 2015
On the day of the Marathon, we used Twitter as to tell the story of the day as it unfolded. By booking the promoted trend, we ensured that the content being captured from around the course by a team of photographers and writers in real-time was given the greatest visibility. The best of these ‘real-time’ posts were boosted via specific targeting criteria, including postcode and keyword targeting. Supporters were also encouraged to tweet their messages of support for the runners, using the hashtag #withyoualltheway.
— Buxton Water (@buxtonwater) April 24, 2015
Elsewhere, the brand activations, ‘Run With a Loved One’ and Canada Water takeover (renaming the station Buxton Water) both of which were ‘firsts’, generated a substantial amount of social conversation. The hashtag featured prominently at both and was used in many of these organic conversations.
This approach generated a huge potential reach on Twitter of 31.6 million impressions, with an engagement rate of 4.34%, which was 3 times the category benchmark. The campaign hashtag was used over 3,000 times and the Tube station activation was shared in over 1,000 posts across Twitter and Instagram. Those who saw the campaign were more likely to agree that ‘Buxton replenishes with vitality’, according to a Nielsen Brand Effect Study To read more on this campaign – visit the Twitter Business Case Study page.