[ campaign, content, design ]
Forbes 100 and Fortune 500 are lists that belong to another era, and our audience is the future.
The Bloomberg Business Innovators program was created as a true celebration of the UK startup culture.
To raise the visibility of Bloomberg brand among the UK’s next generation of business influencers, we placed Bloomberg in the centre of UK start-up culture and provided exposure for the UK start-ups changing how the UK lives, works and thinks.
Three years later, many of these businesses have realised true success and have become everyday names in the UK – Farmdrop, Deliveroo and Made.com and Metro Bank , to name a few.
See the site with full video case studies here.
Grabbing the attention of the UK’s next generation of business influencers is no easy task. They are busy dealing in the day-to-day of turning start-ups into empires and driving real, meaningful change. To build influence with this group, we needed to be as real as they are, to offer them something of real value.
We created a fully-integrated content campaign, designed to give value to UK start-ups – the next generation of business influencers – by raising their exposure through the channels at Bloomberg’s disposal. Furthermore, by enabling Innovators to become advocates themselves, we organically amplified the project’s exposure and reach.
We assembled a panel of judges from finance, technology and social enterprise to identify the 50 breakthrough companies who are changing how the UK lives, works and thinks. We looked beyond the obvious, finding Innovators from every corner of the UK, not just the usual suspects in a warehouse in East London.
We sent photo, video and editorial teams to the offices of these companies all over the country to harvest the materials for the content. The microsite provided the campaign’s heart, enabling users to explore the content captured in the field about each Innovator.
The launch party provided opportunity for the Innovators to network and share ideas. A launch-day article leveraged the reach of Bloomberg’s flagship news website. Micro-videos on Facebook and Twitter provided bite-sized interviews and insights from Innovators, driving to the microsite.
Crucially, we gave each Innovator their own social media toolkit, enabling them to become ambassadors for the project and give us access to their community on social. The social media tookit included Innovator micro videos, customised quote cards, and digital badges for use on their social media profiles.
The aesthetic and attitude of the micro-content was translated to promotional creative that ran in Print and on TV. With no budget for a big OOH campaign, we needed to be cunning. Flyposters in Shoreditch made a mark in the home of the majority of the Innovators, and succeeded where billboards couldn’t. They were cheap, targeted, and atypical of brands like Bloomberg.
Budget: Less than £150k.
Results: We broke company records for video consumption on social media, giving a huge boost in exposure to featured Innovators and enhancing Bloomberg’s positioning with this key audience.
Video Views: Facebook: 401,559 / Twitter: 266,933 Microsite Stats: Total Page views: 220,699 / Avg. Pages Per User: 2.95
Media Coverage: City AM, Tech City News, Tech City Insider, The Memo, Time Out, Business Insider, Start Your Business.