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Robin Hood Energy taps Strictly Come Dancing vibe for Energy of Dance marketing campaign

Agnieszka Gibbon (Social Media Portal (SMP)) - 25 November 2017

Not-for-profit supplier Robin Hood Energy plays to Strictly Come Dancing for social media marketing

Robin Hood Energy logo 300x300Brand: Robin Hood Energy

Campaign name: Energy of Dance
Regions: UK
Duration: 10/10/2017 to 16/12/2017
Channels: Blogger outreach, social media

Social Media Portal (SMP): Agency behind the campaign?

Robin Hood Energy (RHE):
Impression / @impressiontalk.

SMP: The brand?

RHE: Robin Hood Energy / @RobinHoodEnergy. Robin Hood Energy a not-for-profit, local authority owned energy supplier providing an ethical alternative to the 'big six' energy firms that dominate the market.

Robin Hood Energy homepage image

SMP: What regions is the campaign for?

RHE: The campaign was UK focused as Strictly Come Dancing is a British show.

SMP: The official campaign name and why was it chosen?

RHE: The Energy of Dance. We chose this because it summed up all three energy factors in the piece, whilst incorporating the element of dance that slotted into Strictly Come Dancing, without using the name of the show itself.

SMP: What is the start and end of the campaign?

RHE: The campaign started 10/10/2017 and will go on until the final and end of this years' series, which ends on 16/12/2017.

Robin Hood Energy Energy of Dance creative 550x450

SMP: The target audiences of the campaign, who are you trying to reach and why?

RHE: The audience we wanted to reach was principally Strictly Come Dancing fans. Our reasoning behind this focused on two elements: we believed this topic would be of interest to the consumer press that we were targeting, and the fact it'd tap into the trending topic of the show, as naturally publications were already writing about it.

SMP: Briefly, tell us about your campaign.

RHE: We created a visual that highlighted the 'energies' of dances featured within Strictly Come Dancing. The visual itself took five popular dances from the Strictly Come Dancing show and we spent time working out the energy required for each dance. This included human energy, in the form of calories, and electrical energy in the form of the cost of how may lumens it would take to light. We also included comments from ballroom dance influencer Gary Edwards on the 'energy' and feel of each dance.

SMP: What are objectives of the campaign and why is it different?

RHE: The goals of the marketing project were to create a shareable and compelling piece of content that would ultimately interest readers enough to share the graphic, which would acquire traffic and links back to the Robin Hood Energy page.

SMP: What are the channels, platforms and methods you?re using?

RHE: We are sharing the content with popular bloggers, online forums such as Reddit and across social media, as well as sending to online publications to feature as an addition alongside stories on Strictly Come Dancing. The influencer involved, Gary Edwards, had a huge following on Twitter and we targeted this to maximise the exposure opportunity that this presented.

SMP: What do you hope to achieve?

RHE: We anticipate to gain over 20 unique backlinks to the page, as well as social sharability that will have potential reach to over 200K users on Twitter.

SMP: What were the challenges in creating the campaign and how did you overcome them?

When building the infographic, making the unique calculations was a challenge. The difficulty came in that we were basing our calculations on the actual Strictly Come Dancing studio, which data was difficult to find online. This meant that we had to make estimations but remained aware that the studio was not fictitious and would somewhere have its own real data on the topic so did not want to make any assumptions. To overcome this, we based the estimations around the size of the studio used in Strictly Come Dancing, but did not claim that it was the exact figures.

SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?

RHE: We use monitoring tools such as Buzzsumo to track both the social sharability and links gained to the particular page. It took us a month worth of planning as part of an ongoing marketing retainer.

SMP: How are you making the campaign social and shareable?

RHE: The graphic is available as an embedded code so that it can easily be input into articles. We also created smaller figures which have been pulled out of the larger infographic which aid in the sharability on social media.

SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?

RHE: #EnergyofDance and #StrictlyComeDancing. We used the Strictly Come Dancing hashtag to maximise exposure within relevant audiences on social media.

Energy of Dance: How Much Energy Does a Ballroom Dance Use? from Robin Hood Energy.

Energy of Dance: How Much Energy Does a Ballroom Dance Use?

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