Service: Digital landscape, website and social audits
Brief: Undertake a variety of audits, from channel audits of member associations, to regional digital landscape and social audits.
Solution: The Asian Football Confederation (AFC) is an international body with numerous national association members. They awarded Hanover the brief to undertake deep audits of nominated digital and social channels, including current content and performance. We have also carried out extensive additional research to provide benchmarking against current regional and national variations.
All findings and recommendations have been presented and delivered in the client’s preferred format, including visualisation of data where applicable.
Sector: Food and Drink
Service: Website design and build
Brief: Inspire members of the public to email their MP to influence a cut in beer tax.
Solution: The British Beer and Pub Association (BBPA) approached the Hanover Public Affairs and Policy team to help lobby for a cut in beer tax from the Government. The Hanover team devised a campaign to illustrate the negatives of the beer tax and any rise, compared to the benefits of cutting it.
Hanover and the BBPA partnered with a specialist digital design agency to design and build a microsite targeted at policy-makers and campaigners. It included an interactive infographic and slider that visualised the impacts raising/lowering the beer tax would have on the price of a pint, jobs in the UK and the overall cost to beer drinkers.
This site also included a call-to-action for users to spread the word easily and quickly via pre-written content sharable on their own social channels or sent directly to their MP by email.
The microsite was praised by the Minister for Digital, and the campaign helped ensure a cut and an ongoing freeze in beer duty.
Sector: Mining and Minerals / Luxury Goods
Service: Full-scope social media management
Brief: Establish and grow social media presence across Twitter, Facebook, Instagram and LinkedIn.
Solution: Working closely with our colleagues in the Hanover Corporate team we delivered full-service social media management, encompassing audience insight, daily monitoring and influencer identification, as well as content strategy and execution, plus influencer engagement. The Hanover digital team also managed paid social strategy and execution, as well as analysis, reporting and evolution.
Following huge success against all KPIs, such as a twelve-fold increase in engagement rates, we subsequently created guidelines for the client to manage social media in house.
Sector: Clothing, Retail, Textiles
Service: Digital content and social media support
Brief: Remind European policy stakeholders of free trade benefits.
Solution: Our team in Brussels developed a targeted communication and education campaign, targeting key stakeholders and wider audience with engaging content.
This included animated infographics and still images for social media, stakeholder list as well as ten #TradeFacts on “why protectionists are getting it wrong”. Work also included identification of stakeholders, and combined dissemination of content via a website, e-mail and social media.
The campaign was noticed and actively responded to by key policy makers. This contributed to increasing the profile of ECBA as an authoritative voice and ally of the European Commission on trade liberalisation, therefore enhancing leverage for policy asks.
Service offering: Content creation and digital activation
Brief: Engage with MPs to get them to encourage schools in their constituencies to sign up to the Facebook initiative to provide each secondary school in the UK with a digital safety ambassador.
Solution: The Hanover Public Affairs and Policy team organised an event at Parliament, which MPs attended. Together with our colleagues, we helped draft made-for-social content that MPs could post on their own social platforms after the event.
40% of the MPs that attended posted on their social platforms to say something positive about the event and the Facebook initiative.
Service: Social content, management and evaluation
Brief: Provide full social media support for the 2017 Regatta between May to July, including: content strategy, channel and community management, influencer engagement, monitoring and analytics to increase engagement and diversity.
Solution: Working collaboratively with our colleagues in The Playbook, the digital team helped devise a multi-channel content plan and dynamic approval process. Content utilised a combination of editorial, image and creative video, including time lapse, slo-mo, drone footage and live streams. Selected elements were targeted USA-based and female audiences.
In the five days of the Regatta, the activity achieved 1.1m Twitter impressions, 1.4m reach on Facebook, and 11.5m reach on Instagram.
Sector: Manufacturing & retail
Services: European public affairs; Messaging strategy; Europe-wide PR and media engagement; Content strategy and creative assets; Social content and community management
Brief: Inform and influence EU legislators not to include balloons and associated party products within the proposed EU Single Use Plastic Directive.
We supplemented client research with our own independent insight and analysis to develop three core pillars (environmental, economic and emotional) that the campaign strategy was then built around. This was designed to maximise effectiveness, strength and consistency across the different strands of the integrated campaign, from political stakeholders and journalists, to social media influencers and members of the general public.
A detailed messaging strategy was developed along with supporting aligned plans for political engagement, media engagement as well as online content and social media.
Deliverables ranged from organising meetings, positioning papers, briefing documents, press releases and a series of infographics as well as storyboarding an animated video. We also undertook social community management, including creating social content, sharing and commenting on topical developments as well as actively engaging with influencers and responding to comments.
Commenting on working with Hanover on this integrated campaign, Suteesh Chumber, Director General of the EBPC, said: “The best part about our experience is that it truly feels like Hanover are part of EBPC’s in-house team and not an external consultancy. Our circumstances meant we needed to engage immediately and Hanover stepped up to the mark when most needed and demonstrated their capabilities. They have been an invaluable partner in our complex campaign providing a first class service on all fronts.”
Sector: Sport and Health
Service: Social media, creative content, campaign management
Brief: Create a social movement to inspire and celebrate Londoners getting active over the summer of 2017 with the aim of supporting London Sport’s mission of inspiring 1,000,000 Londoners to be more physically active by 2020.
Solution: Our colleagues in The Playbook created #LDNMovesMe campaign, inviting Londoners to share all the different ways they use to city to get active. The digital team supported them with influencer identification and helping drive the content assets and videos via Instagram, Facebook and Twitter. This project also included creating a campaign microsite that served as an inspiration hub, with paid social amplifying hero content.
The campaign achieved a social reach of over 5 million within the first two weeks and #LDNMovesMe became the second highest trending topic on Twitter during the launch.
Service: Data visualisation
Brief: Show MPs where Micro:bit (mini-computers for schools) were being distributed by Microsoft working with the BBC to boost computing education. Microsoft wanted to show exactly where the computers were being sent while simultaneously identifying which MPs’ constituencies hat yet to receive Micro:bits. The overall aim was to encourage MPs to help fill these gaps.
Solution: The Hanover Public Affairs and Policy team helped to organise and project manage an event in parliament during Hour of Code week.
This involved using an Office 365 service that provides visualisation of complex data sets and working with Ridgian (a Microsoft partner company) to design and set up a large touchscreen at the event. This screen enabled MPs to zoom in on their own constituencies and see whether children in their area had received Micro:bits.
Service: Paid social and search support
Brief: Launch the new OMRON EVOLV blood pressure monitor to the healthcare market and consumers.
Solution: Colleagues in our Healthcare and The Playbook teams developed a five-part strategy to address the campaign. This covered: National media campaign and GP survey; Feature placement in key publications; Product advertorials; Product reviews; and Paid digital advertising.
The digital team supported paid digital activity across Facebook, Outbrain and Google Adwords. This directed traffic to two different locations – the London Evening Standard online advertorial, and the OMRON EVOLV homepage, both of which contained a link to purchase from retail pharmacy Boots.
Service: Influencer identification and engagement
Brief: Use social influencers and media coverage to raise awareness for PlayerTek, a new GPS tracker vest for football by Catapult Sports.
Solution: Working alongside our colleagues in The Playbook, we helped identify the right influencers based on genuine interest in football and tech. They were engaged individually to become part of launch activity.
All used the PlayerTek device multiple times, showcasing its features and functionality through video, imagery and reviews on their own social channels. Digital content was also obtained from an interactive launch event at Charlton Athletic FC.
The activity generated 130 pieces of social media coverage from the influencers, an eight-fold increase in Instagram followers, 45% rise in website traffic and 200% sales increase in Q4 compared to Q1, 2 and 3 combined.
Sector: Sport, Charity and Finance
Service: Social content
Brief: Persuade football fans to engage with ‘Seeing is Believing’, a global programme to combat avoidable blindness, supported by Standard Chartered.
Solution: For maximum relevance, our colleagues in The Playbook leveraged Standard Chartered’s partnership with Liverpool FC to create a whole range of disruptive content and imagery. This gave fans a taste of what life might be like with impaired vision, including an emotive video with Jurgen Klopp and blurred out imagery of players in the media and on digital channels.
An integrated campaign with consistent messaging was promoted across multiple fan touch points, from PR and national and football media, to content on Liverpool FC’s digital channels, social influencers, pitch-side advertising and the match-day programme. Social content achieved a reach of over 41 million, and the campaign won the Best Corporate Social Responsibility Campaign at the CIPR Awards.