It’s enough to send shudders down any newspaper, television or radio advertising sales professional’s spine. A £20 boost on Facebook helped the Welsh Assembly reach a staggering 90,000 people with a St David’s Day campaign in March.
According to a report in PR Week, the content-led campaign, which was pushed out across a wide range of social media channels, including Facebook, YouTube, Twitter and Instagram, was designed to support a multi-language, celebration of the Welsh nation and highlight the importance of the Welsh Assembly.
The campaign was built around a representation of the Welsh flag built-up of words describing the nation.
Words including ‘beautiful’, ‘spectacular’, ‘scenic’ and ‘green’ were given equal prominence to ‘cold’, ‘grey’, ‘rainy’ and ‘wet’ – highlighting the Welsh people’s sense of humour when it comes to their climate.
Other words used to describe Wales highlighted the country’s culture and included ‘language’, ‘rugby’ and ‘music’.
Claire Scantlebury, senior digital media manager at the Welsh Assembly, told journalists: ‘The whole ethos behind the Wales in Your Words campaign was to put the focus on the people that the Assembly represents rather than on the institution itself.
‘The entire campaign, from concept to delivery was carried out by our in-house team.’
Scantlebury added: ‘Our approach to campaigns is to deliver a unified message but in a way that is tailored to make the most out of each platform that we want to use, this means that however our audience chooses to consume our content, they get a consistent brand experience regardless of whether it’s online or offline.’
Scantlebury and her team really must be congratulated for producing a masterclass in the power of delivering a socially-led, content marketing strategy.
If you’re struggling to get your message out there on a limited budget, just think what the proud, beautiful (and wet) nation of Wales did with twenty quid.