SEGRO, Building brand visibility for a FTSE100 giant in their centenary year

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What we did

2020 is their Centenary year. We needed to build visibility with multiple audiences: from government and investors to local communities and customers.

The results

How we did it

2020 has been SEGRO’s biggest marketing undertaking ever, a scale not seen by an industrial property businesses – Contraption saw over 1M views.

We mapped SEGRO’s audiences to identify disruptive digitally-led tactics to make the Centenary relevant. The centrepiece was ‘Contraption’, a film which borrowed consumer marketing tactics for a B2B context. It featured every customer, driving distribution and wider resonance.

SEGRO is the largest FTSE100 property company, with clients including Amazon, H&M and Mars.

Building brand visibility for a FTSE100 giant in their centenary year

SEGRO is the largest FTSE100 property company, with clients including Amazon, H&M and Mars.

We identified and tested search and social indicators, devising a PPC and paid social programme to serve up the right information, to the right people at the right time, directing people to a free service highlighting cancer services and information in their area

Helping cancer patients get the support they needed with Cancer Care Map

Cancer services are fragmented and difficult to find, and demand is high post-Covid with delays in treatment. But how do you identify people, digitally, at the moment that matters - immediately after diagnosis?

We took a behavioural-led approach to drive genuine change (and sales). We identified and activated target influencers and they received a 21-day survival kit and shared their journey on social, documenting their experience and generating conversation. This content was re-shared on Green Cola.

We initially started with 10 micro influencers who nominated friends to take the same challenge, but it very quickly became a self-sustaining content generator and ongoing influencer program (due to the pyramid effect).

The 21 Day Challenge with Green Cola

It’s often said it takes 21 days to make a habit but that also means it takes 21 days to break one. Green Cola is an independent British brand setting new standards in soft drinks. As the country looked to improve health during lockdown, we came to the fore with its 21 Day Challenge to help people kick that aspartame habit.

The audience are passive users of social, but do enjoy casual games. We built an innovative Facebook canvas ad unit based on an interactive ‘choose your own adventure’. You navigated a pig through low, medium and high risk scenarios, leading to a range of different outcomes.

Creating a cost-effective and disruptive way to generate leads for the Zopa ISA product for the over 50s

This required a cost-efficient and disruptive way to get in front of them, engaging around a relatively dry and undifferentiated product.

We mapped SEGRO’s audiences to identify disruptive digitally-led tactics to make the Centenary relevant. The centrepiece was ‘Contraption’, a film which borrowed consumer marketing tactics for a B2B context. It featured every customer, driving distribution and wider resonance.

Building brand visibility for a FTSE100 giant in their centenary year

2020 is their Centenary year. We needed to build visibility with multiple audiences: from government and investors to local communities and customers.

At the heart was a series of influencer activations around the theme of connecting people virtually - from cook alongs to meet and greets over a glass of wine. We also delivered on something the fans had been calling for… A (virtual) cook along with Joe Sugg and Dianne AND their favourite wine, Jammy Red Roo.

Partners in [yellow tail] wine

[yellow tail]’s mission to be the wine brand of choice when people share happy moments was challenged due to the COVID lockdown. So, we pivoted their social approach ensuring they remained top of mind with wine consumers.

Watches meet wine

Our challenge was how do you identify the growth audiences who have both emotional resonance and propensity to buy (i.e. they want it, and can afford it)?

We undertook a data-fuelled and behavioural-led campaign for the market leader for pre-owned luxury watch resales.

An example of an innovative activation is TikTok, the fastest growing UK social app.
Brands are just starting to engage, and there is a) space to innovate b) an opportunity to be a first mover and c) an opportunity to grab share of mind.

Cooking up a storm with Toby Carvery social media

We cover all social media and digital activations for Toby, the country’s third biggest casual dining brand.
Toby brings families together to enjoy a great British favourite, the roast. We use social to drive awareness and brand consideration (beyond Sunday). Part of this is using the right channels to get in front of the ‘must-win’ 18-30 age group.

The theme of summer 2021 was about having fun and staycations. We brought to life how Mazda combines these to expand people’s horizons. Using a beautiful, state of the art location – Luna Domes – we hosted 5 top-tier influencers and created content that was played back across a four-week period, alongside key messages, in multiple channels to an audience with the highest propensity to.

Beautiful (results) on the horizon for Mazda

In 2021, Mazda UK launched the all-new CX-30 – we needed a socially led campaign to get in front of an entirely new audience - prospecting whilst building advocacy - delivering high quality earned content and creating owned content to drive engagement.

Why influencers? Influencers can help us show to a broader audience that travelling back to cities is: safe, interesting, easy to do and ‘cool’. The mechanic was simple – select the right influencer that fit the Airbnb aesthetic and audience, and also had the engagement rate to drive website traffic (and bookings!). Then send them to one of six key cities.

A phenomenal return - using influencers to drive Airbnb bookings

We were tasked with planning and executing a social influencer campaign to help tier-1 EMEA cities get back on track, post Covid, and help hosts struggling with a lack of interest.

‘Don’t Grow It Alone’ was a social, behavioural change campaign asking SME owners to ‘spot the difference’ between four businesses in 2020 and 2030.

There was always one invisible difference: that business took external finance.

This was brought to life through images and videos narrating what decisions each business made and the finance they took, informed by real-life SMEs.

Don't Grow It Alone with British Business Bank

British Business Bank exists to increase the supply of credit to UK SMEs. There had been a consistent decline in funding applications, despite research showing that this often leads to high-growth businesses.

Mapped the customer journey to ensure integrated paid, earned and owned activity (including SEO, PPC, social and influencers). Underpinned by behavioural approaches to create the illusion amongst specific audiences that these are the brands to buy

Bringing together PPC and influencers with paid and organic social to drive sales for high end pet food

We introduced a demand-led social approach to drive sales from existing and new audiences – with the backdrop of limited retailer sales and buyer data.

Mapped out the potential audiences and stakeholders that matter – speaking to their interests and identifying daily engagement opportunities, drafting content for their social channels, proactively build their audiences and create activations.

Bringing in new biz for JLL through executive comms

We needed to maximize LinkedIn's presence to reach current and new investors and increase JLL brand awareness.

The program started with the data – mapping who holds genuine influence to Sage’s potential customers – accountants, business owners and those thinking about starting a business – and the value exchange they’d require (what they’d need to advocate).

We then devised an ongoing series of activations with influential individuals around topics that were relevant to them and Sage – from Twitter chats reaching 3M people to Tiktokers showing how they’ve bossed it in 2021.

Bossing It' with Sage

How do you get multiple people – from everyday accountants to well-known business people like NOTHS founder Holly Tucker talking about accountancy software? That’s the challenge for Sage and its global influencer program.

We launched iQ's 'Refreshers' campaign to target the decision-makers of students' accommodation choices through an integrated influencer campaign driving reach and engagement.

Parents hold both financial and decision-making influence when selecting private student accommodation, however they are difficult and expensive to reach. Our ‘Refreshers’ campaign specifically targeted them. We sent two parent influencers - with children of near student age - back to relive their uni days. They spent two days at an iQ property, bringing to life all the amenities and features.

iQ: The Power of Parent Influencers

We provide brand building, campaign strategy, acquisition marketing (through paid social), issues management and ad-hoc social support.

Smashing beautiful launch targets for tolpa

Our mission was to ensure customers went onto the tolpa product pages on LloydsPharmacy.

A surprising sneaker from Sage

How do you make #BossIt cut through with small businesses, make Sage memorable and be front of mind at the point of purchase?

Get in touch

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We’ve been awarded B Corp status - showing our commitment to business as a force for good.

Examples of social media, influencer, research and analysis and digital marketing projects we've done for our clients.

Our Work

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