'Thank You' campaign

1. Please Re-Tweet Me

2. CALL: 0117 325 0724 Cost effective targeted campaigns
EMAIL: Sales@renegademedia.net
Our skills About us Campaign brief Strategy Tactics Media Reporting and
evaluation
What we do OUR EXPERIENCE
■ Tailored, targeted PR campaigns ■ Our team has close relationships with
■ Combine PR, social and experiential traditional media, bloggers and other
to get brands talked about and deliver influencers
results ■ We go beyond the press release and
■ Create content and experiences, then utilise a multitude of digital tools to
amplify them across all media amplify or support your campaigns
■ Bridge the gap between digital and ■ We collaborate with the World’s
physical Leading Independent agencies and
have worked for top
automotive, fashion, footwear, marine
, sports and luxury brands
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3. OUR About us Campaign brief Strategy Reporting and
SKILLS Tactics Media evaluation
About us
PR is our DNA
Renegade doesn’t condone vanity PR, our
campaigns support or drive business
objectives. Ultimately it’s about delivering
sales by building and managing reputations
by influencing the influencers.
All our campaigns are amplified or supported
by social media and digital tools such as paid
content seeding. Our work for small, medium
and international brands or leading creative
and digital agencies delivers results thanks to
an award-winning and proven approach, our
media and blogger relationships and expert
practitioners who understand consumer
behaviour through years of experience and
insight.
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4. OUR About us Strategy Tactics Media Reporting and
SKILLS Campaign brief evaluation
The brief…
Overall campaign objective – Target 16 – 25 year olds, as this is a high risk
encourage conversation and position the group of Meningitis, who are increasingly ignorant
Meningitis Trust as the leading meningitis of images and stories associated with meningitis
charity supporting sufferers, survivors
and their families Ensure the charity became the primary
destination for meningitis-related information for
Raise awareness of the Trust’s work and all
draw attention to the killer disease’s signs
and symptoms
Create content that was very different to the
usual shock-tactics predominantly used in
awareness campaigns, so the audience
wouldn’t ignore the overarching message
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5. OUR About us Tactics Media Reporting and
SKILLS Campaign brief Strategy
evaluation
Strategy…
Develop creative, shareable content that was
high impact with potential to become viral
Had to be a mechanic that would utilise all of
the its social media channels
Renegade suggested something completely
unrelated to the charity or the disease; a film
that would garner mass audience attention
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6. OUR About us Reporting and
SKILLS Campaign brief Strategy Tactics Media
evaluation
Tactics…
Understanding how youngsters often ignore Renegade commissioned film production
their parents’ advice, but are inclined to trust company, Atticus Finch, who works with major
their grandparents, ‘Please ReTweet Me’ was recording artists (including Moby, George Michael
born. and Snow Patrol), to shoot and post-produce the
films pro bono.
Timing was crucial to ensure we reached the right
We scripted material for the main film, behind the
audience and support the Trust’s ‘Don’t Wait for
scenes material and interviews with key members
the Rash’ seasonal activity in the festive period.
of the charity and the choir. We also created and
monitored
Renegade re-wrote the song’s lyrics to
www.pleasertweetme.com, engaging a broad
reference major social networks and digital media
audience through traditional PR outreach and
brands, working with the Drybrook Male Voice
social media marketing.
Choir (average age of 60) in Gloucestershire, who
performed the song, and appeared in a music
video – the campaign centrepiece.
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7. OUR About us Reporting and
SKILLS Campaign brief Strategy Tactics Media
evaluation
Tactics…
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8. OUR About us Campaign brief Strategy Tactics Media Reporting and
SKILLS evaluation
Media - national
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9. OUR About us Campaign brief Strategy Tactics Media Reporting and
SKILLS evaluation
Media - regional
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10. OUR About us Campaign brief Strategy Tactics Media Reporting and
SKILLS evaluation
Media - trade
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11. OUR About us Campaign brief Strategy Tactics Media Reporting and
SKILLS evaluation
Media - blogs
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12. OUR About us Campaign brief Strategy Tactics Media Reporting and
SKILLS evaluation
Media - social
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13. OUR About us Campaign brief Reporting and
SKILLS Strategy Tactics Media
evaluation
Reporting and evaluation
Key results of the campaign: December
2010 to June 2011:
100,000+ Video views (inc YouTube)
130+ YouTube likes
3,500+ views of Facebook tab
370 Facebook likes
700+ Tweets
The campaign attracted 177 new Twitter
followers, resulting in an estimated
influence total of 85,428 Twitter views.
In the campaign’s immediate aftermath
page views soared:
Thurs 16th Dec – 466 views
Fri 17th Dec – 368 views
Sun 19th Dec – 725 views
Mon 20th Dec – 340 views
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14. OUR About us Campaign brief Reporting and
SKILLS Strategy Tactics Media
evaluation
Reporting and evaluation
The Trust’s Facebook followers increased
by 67.2% in the first month post launch.
PR maximised awareness. Over 5,000,000
people saw the story.
Renegade obtained a quote from Engelbert
Humperdinck, giving the campaign
additional credibility.
Coverage was secured in 40+ newspapers
and magazines.
The campaign also reached an estimated
readership of 600,000 through blogger
outreach.
A deal with UCAS helped target the
campaign to the right demographic using
email and online seeding.
CALL: 0117 325 0724 EMAIL: sales@renegademedia.net
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15. CALL: 0117 325 0724
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