Prohibition blog

Huthwaite International – what happens next?

Huthwaite International is a leading global provider of sales, negotiation and communication skills development. It supports companies around the world with behavioural methodologies which are research-based and measurable. Best known for its creation of the iconic SPIN® Selling, which is more relevant today than ever before, Huthwaite has worked with hundreds of thousands of sellers, negotiators and communicators worldwide, helping them improve their performances.

Prohibition was briefed to develop a campaign focused on the hard-to-reach and niche audience of senior Medical Device sales leaders.

We commissioned a piece of heavyweight B2B research among this audience, spanning the UK, Belgium, Switzerland, France, Germany, Holland, examining the strategic imperatives to succeed now, and in the future when it comes to sales excellence.

This was turned into a downloadable White Paper, with commentary from a variety of sales leaders working in the Med Devices field. Hosted on campaign landing page with data capture to download the paper, the campaign was amplified via PR, and targeted LinkedIn advertising. The paper was launched at Med Device Europe with Huthwaite International CEO, Tony Hughes , delivering a keynote around the key issues identified in the research.

The campaign delivered a significant number of direct leads (figure confidential) from prospective clients, as well as strong brand awareness.

Goldsmiths – your love story

We were briefed to position Goldsmiths as the experts and the go-to destination for engagement rings, wedding rings and bridal jewellery during wedding season. Central to our response was the creation of a short feature film featuring carefully selected social influencers, who curated their own unique bridal looks using key hero products from the range. The campaign was amplified through organic and paid channels, and was housed on an e-commerce landing page.

  • We also ran a micro influencer campaign, tapping into the highly engaged audiences of style influencers with under 100k followers.

ENGIE – harmonious progress

ENGIE employs 153,090 people worldwide with revenues of €66.6 billion. In the UK its primary function is energy and services, employing 17,000 people across three main activities: Energy, Services & Regeneration.

ENGIE’s Harmony Project was a communications programme designed to bring together innovative and sustainable projects under the same banner, led by the teams of ENGIE and its partners, which are contributing to more harmonious progress, all over the world.

Running globally in the US, Mexico, Italy, Brazil, Singapore and Thailand, we were briefed to localise the campaign for domestic markets, focusing on case studies and projects that support the ‘harmonious progress’ positioning in the UK.

We delivered a digital campaign spanning social media and web content, video, and paid amplification, focusing on key projects, case studies, statistics and news that supported the campaign theme.  Prohibition’s activities increased ENGIE’s share of voice, engagement, web traffic and brought Harmonious Progress to life in the UK.

Interflora – the best birthday?

Birthdays…everyone has one, but how to do you get people talking about them, in turn dominating the national conversation? That was the brief from long-standing Prohibition client, Interflora, who wanted to drive awareness of its ‘everyday’ birthday flowers offering.

Our concept centred around the concept that not all birthdays were created equal; surely those born on Christmas Day or New Year’s Eve are resigned to having their big day sidelined each and every year?

We decided to find out once and for all and conducted research into the UK’s best and worst birthdays – based on an algorithm, we  pinpointed each to a specific day, based on factors such as proximity to payday, public holidays, and the chance of good weather.

Releasing announcements to the media around the worst day to have a birthday (16th December) and best day (28th July) we secured 146 pieces of radio coverage and 76 pieces of national and regional print coverage and including the Daily Mail online, Daily Telegraph, Independent, Guardian, The Sun, Metro online, Daily Mirror online and BBC Radio One. In total, this equated to a circulation of 331 million for print and 355 million opportunities-to-hear for radio.

We also launched a surprise and delight celebration with an unsuspecting Interflora  customer born on the 28th July securing 122,000 video views.

Overall the campaign secured an increase in like-for-like sales of birthday products, and won numerous national PR awards.

Goldsmiths – Your Christmas Story starts here

Christmas festivities may come and go, but one thing endures… the lasting and magical stories behind the gifts we give.

This is the powerful sentiment behind our integrated campaign with high street jewellers, Goldsmiths. Working with some of the best-known online influencers in the country, we told their unique love stories through premium video content, while leveraging their own highly engaged audiences. To support this, we built a campaign landing page and beautiful Christmas story book web application, allowing Goldsmiths customers to share their own festive gift-giving stories, providing powerful UGC.

Amplified in-store, through public relations, and a programme of transactional social media advertising, the campaign ensured Goldsmiths was the jewellery brand on consumer’s minds when it came to festive gift-giving.

 

Northumbria University – take on tomorrow

Create

Northumbria University briefed Prohibition to develop a university-wide comprehensive social media strategy for the multicultural learning community that would join the dots between marketing, and the 30,000 students, 500 study programmes, and hundreds of academics and stakeholders across its two campuses. The activity was part of Northumbria’s drive to become a top-30 university in the UK.

 

Engage

Prohibition’s activity spanned a number of distinct phases, including a thorough analysis of the University’s current social media activities through a programme of social media listening. This included academics, partners and individual departments, numbering more than 200 channels, as well as understanding the narratives surrounding the establishment.

The brief’s final phase saw Prohibition developing a university-wide social media strategy, which was delivered through a series of workshops and face-to-face training sessions with key stakeholders.

 

Convert

Northumbria University has adopted Prohibition’s social media strategy, and is currently rolling out the programme in a phased approach. Its content and channel strategy has already been overhauled, with successful results.

 

Keepmoat Homes – bank of Mum & Dad

Create

With the rise in 20-somethings relying on mum and dad to get on the housing market, we worked with Keepmoat Homes to uncover the true cost of housing adult children. Our campaign was designed to encourage direct engagement with the Keepmoat brand, specifically the key influencer audience of parents.

 

Engage

To build real engagement with this audience we decided to find out what is the real cost of ‘grown-up’ kids living at home by conducting consumer research as a basis to launch our content tactics – in brief and dynamic and consumer facing calculator app and animated infographic, uplifted and showcased to our audience via strategic social media PPC, media relations and digital communications.

 

Convert

The campaign saw 1,200 app uses in first week, media coverage in 24 key titles (including Right Move and Zoopla blogs) and 10,000 video views. The social media also represented #1 referral to Keepmoat website over the month of the campaign and social media engagement rose by 180% during campaign period.

 

The Light – Game of Thrones

Create

Prohibition was briefed by Leeds-based shopping centre, The Light, to develop a ‘pop-up bar’ concept that would drive footfall, and help in repositioning it as a highly relevant, forward-thinking entertainment venue in the city where visitors can enjoy food and drink-related experiences

Engage

Based on the target audience insight generated in the planning phase, Prohibition developed a Game of Thrones themed pop-up bar: “Starks Tavern” – which would feature one of the key elements of the show: the actual ‘throne’ itself.

To tap into young Leeds professionals, Prohibition co-ordinated real-life ‘direwolf’ visits to offices in the city centre, in exchange for a Tweet, using the campaign #hashtag. This would run on the day of the launch only to capitalise on the post-work footfall. All activity was filmed, with extensive online seeding and distribution.

Convert

  • Footfall to the bar on opening night totalled 800 – 120% more than anticipated, based on usual levels on a Friday.
  • The Light revealed that takings from the first night alone exceeded expectations by more than 50%. Takings on launch night alone offset the majority of the campaign investment.
  • The campaign genuinely drove online conversation and excitement, with #TheLight ‘trending’ in Leeds, while social media engagement levels increased by 408%

 

Kith & Kin – the community kitchen

Create

Arc Inspirations leisure group, briefed Prohibition to launch its new concept bar, Kith and Kin (meaning Family and Friends), with a focus on locally sourced ingredients, and a commitment to the local community in which it is based.

Engage

To give it market standout, and ensure it genuinely stood for something meaningful, Prohibition developed the concept of ‘local growers’. However, it choose to take this to the extreme; each month, the specials in the bar would be sourced entirely from the local allotments, back gardens and window sills of growers in the surrounding suburb. Anyone contributing produce would receive a discount at the bar. This was supported with photo calls in a local community allotment, and gorilla activity using a vintage tractor.

Forget locally sourced, it’s all about “super locally” sourced with new Arc Inspirations bar

Convert

  • Prohibition generated 18 pieces of media coverage for the bar pre-launch
  • Launch night was oversubscribed a week in advance
  • The specials concept sells well and remains a monthly fixture, two year after launch

 

Watches of Switzerland – Baselworld

Create

Prohibition was briefed by luxury watch retailer, Watches of Switzerland, to deliver a strategic social campaign to increase its profile at world-renowned watch trade show, Baselworld 2017, and to be seen as an expert in luxury horology.

WoS needed to be featuring launches and key events from the show – first. So a schedule of more than 20 brand meetings was organised in order to capture the latest news.

To drive conversation a video content plan was produced in collaboration with British GQ. This involved the filming of a live panel debate which took place on two evenings during the show, featuring a number of WoS experts all being interviewed by the GQ Deputy Editor and revealing the day’s biggest releases.

 

Engage

  1. To create a buzz before the event we created exclusive content including animated GIFs and teaser videos.
  2. We partnered with a production company to broadcast an exclusive ‘Facebook Live’ debate in order to reach this new audience.
  3. Following the live broadcasts, a daily highlights video was released which recapped the day’s activity. We built targeted Facebook video view adverts around each highlight video to drive views.

Convert

The team attended 22 press events and the content featured 68 watches receiving:

  • 22,313 engagements on posts
  • 12,300 Facebook Live video views
  • 85,246 views of WoS’ Baselworld video content

WoS owned the Baselworld conversation with an average of 363% more content than its competitors and the audience grew substantially with Facebook reaching a milestone of 30,000 followers

We secured a total of 22,313 engagements and achieved 215,000+ views on video content.