We were tasked with announcing the latest charity partnership with the Royal British Legion and Toby Carvery, and also announcing its support to members of the armed forces for Armed Forces Day. Using traditional PR tactics and social media outreach.
Having received two different briefs from Toby Carvery, we needed to ensure that thought there was some crossover with messaging, that they stood alone as their own projects.
To celebrate the new charity partnership, we organised a marching band flashmob on St Georges day to surprise diners and celebrate the British holiday. We live streamed this on the day, and the video was watched over 20,000 times. We then utilised our traditional media network spread the news across local media outlets. For the second project, we reached out to local Army HIVE’s across the UK to inform them of the Armed Forces Day support for members, past and present, whilst also reaching out to our regional contacts.
With a KPI of 60 pieces of coverage per activity, we were amazed at the success of both projects, achieving 62 pieces for the charity partnership announcement, and an amazing 125 pieces of coverage for the armed forces activity and reaching an audience of 58,730,212 consumers.