Prostate Cancer UK’s digital marketing campaign Scoring the Winner, activated by Zone, scooped the Best Charity Digital Content Solution at the Content Marketing Association (CMA) International Content Marketing Awards.
Proving that social media is an effective medium for the worthy as well as the trivial, this winning entry took a difficult brief and created a multi-platform solution that went way beyond expectation. The agency’s task was to raise awareness of prostate cancer among young men, thereby improving diagnosis and treatment of the disease. The fact that one in nine men will develop prostate cancer formed the theme of the campaign, which consisted of articles on football’s top Number 9 strikers.
A number of ambassadors with strong online followings were then chosen to represent each of the 72 Football League clubs in producing and promoting content hosted on the Prostate Cancer UK website. Results were impressive, with traffic to the Prostate Cancer UK site trebling from 15,000 to 46,000 users in the campaign’s first week, and the hashtag #bestno9s used more than 300 times, reaching 400,000 people. “This is a really clever idea,” said the judges, “which engages with its target audience really well.”
The awards, held at London’s Old Billingsgate on 28th November 2012 followed CMA’s International Content Summit which centred on the issue of brand storytelling. Hosted by BBC’s Stephanie McGovern, business stalwarts such as Brice Bay (Sofitel Luxury Hotels), Toby Guiducci (The Met Office), Claire Hilton (Barclays), Matthew Taylor (Royal Society of Arts) and Dave Trott (CSTTG) took the stage to inspire and educate delegates moving into 2013.
Comments Patrick Fuller, CEO, the CMA:
“Recent research shows that a quarter of all content consumed is now produced by brands, demonstrating both the appeal and appetite of the medium. It is therefore unsurprising, even under the current restraints of a difficult economic climate, that content is the fastest growing marketing channel. Over the last twelve months content has rocketed up the marketing and business agenda as more organisations subscribe to just how instrumental content is in attracting and retaining customers. Content today is not a nice to have, but a necessity, simply because it works.
“This is the first time the awards have taken place under the banner of the Content Marketing Association (previously APA) and the standard of the 28 winners is testament to an industry that is getting bigger, bolder and more creative each year.”
This year’s awards saw a record number of entries, as well as an increased international presence. In addition to the UK, agencies from Spain, Germany, Finland, Norway, Australia, South Africa, UAE, Belgium, France, Czech Republic, Sweden, France and South Africa submitted their best work to gain recognition in the flourishing international industry.
Please don’t hesitate to contact Louisa, Rami or Kat at Eulogy! on 020 7927 9999 or email cma@eulogy.co.uk or visit www.ilovecontent.co.uk/awards for further information.