Case Study: Best Sponsorship Activation Award at the 2018 ICE Awards

ICETEAM
Case Studies
14.08.2018 14:07

2017 was the fourth year that Barclays was joint headline sponsor, along with the Mayor of London, of Pride in London. This sponsorship allowed Barclays to highlight their commitment to being a key player in support of LGBT+ rights.

category
best sponsorship activation award 

winner
Barclays

event 
Sponsorship of The Pride in London Parade 2017

Objectives Pride is an LGBT+ community event, open to all, which provides a platform for every part of London’s LGBT+ community to raise awareness of LGBT+ issues and campaign for the freedoms that will allow them to live their lives on a genuinely equal footing.

Its aims and values align with Barclays character, values and DNA. The main event was an annual Parade through the heart of the West End with other Pride events happening regionally throughout the year.

Not only did the event activation aim to establish a strong association between Barclays and Pride in London in order to build brand warmth and connection but also to demonstrate to their customers, clients and colleagues that they live their values and support people to be whoever they want to be, show the human side to Barclays and raise colleague pride.

Barclays were challenged to drive positive engagement of customers and non-customers who were at or following Parade day activities by raising awareness of Barclays sponsorship by providing the opportunity for customers and non customers to join on the Barclays float, provide coverage and create excitement around the event for those who couldn’t make it and utilise and test innovative formats with an efficient media/creative ratio.

The Event ‘#shareyourlove’ was the focus of the creative. At Barclays ‘#shareyourlove’ is about actively supporting their customers, clients and colleagues to live in the way they choose and to love whoever they choose to love.

Barclays commenced this sponsorship in 2014 with one of only London buses in the parade. By 2016 there were many more buses. In 2017, they opted for a branded float which allowed them to incorporate campaign creative into the execution, including the LOVE heart locator pin. This execution enabled the parade walkers and influencers to be close to the crowd rather than watching from above.

For the first year, Barclays had a presence at Trafalgar Square where sponsors made use of white tents. They secured a corner spot so that they did not need to be tied to this format and set up an eye catching “Flower Wall” area which included a selfie seat encouraging people to post their images via social media to ‘#shareyourlove.’

Barclays worked alongside colleagues from a number of internal teams and an agency was also involved in the creative build of the float.

In advance of the event, Barclays ran a competition on Facebook and Twitter to ask people to share a photo of themselves and their love to raise awareness of the sponsorship and ‘#sharethelove’ and excitement of the parade. The prize was for a ticket for them and a friend to join Barclays on top of the lead Barclays float in the Pride in London parade.

Barclays installed #ShareYourLove assets within branches across London, to make sure the message was captured at physical locations and that colleagues within the branches were celebrating with customers and clients. Colleagues also volunteered their time in order that Barclays branches along the route could be opened on Parade Day.

Barclays colleagues were joined by influencers including Team GB Olympic medallist Tom Daley, and LGBT+ social influencers Beckii Cruel and Gary C, as they led the parade and revealed the brand new Barclays float, 'Love Happens Here’.

Although Barclays have worked with influencers in the past, it has never been on this scale nor at a live event. They have worked with a range of well-known influencers such as Rosie & Rose right through to Jazza John & Rowan Ellis.

In Trafalgar Square, Barclays gave away over 2,000 flowers to Pride attendees, encouraging them to pass on the flowers and 'share their love’.

Barclays also successfully ran their first ever Facebook live stream during the parade to capture the exciting atmosphere on the day and enable those who couldn’t be there a chance to experience the Pride in London parade live.

They asked Jimmy Hill from Capital FM to be the host and he ran around interviewing colleagues, influencers and people in the crowd. They flipped in pre-edited creative assets to ensure professionalism but kept in line with what would be expected from a potentially ‘not polished’ Facebook live.

The Challenges Barclays led the Pride in London parade where over one million people lined the route to cheer on the 30,000+ parade participants. Barclays could not fully control this environment and had to ensure they kept health and safety and security requirements front of mind.

Results With a reach of 3.2m from their influencer content, 467 entries to their competition and 16,000 people tuning into the Facebook live, Barclays were able to reach customers and non to raise awareness of their sponsorship of Pride and dedication to inclusivity and being who you want to be in the workplace.  Entries from colleagues to participate in the march far surpassed the previous year’s figure.

The Competition winnersjoined Barclays on the float on parade day, meeting Tom Daley and using their snapchat specs. This activity generated 467 valid entries, 26,500 likes on Instagram, 150+ RT’s on Twitter and 600 shares on Facebook.

The presence of such prominent influencers on the Barclays float generated lots of positive media, traditional and non traditional.

Social influencers were invited to join Barclays on parade day, capturing the excitement, relaying their experience, telling a genuine story in their own words and reaching their already engaged audiences.

Tom Daley’s content performed very strongly with 1.5m views on Instagram including Instagram stories, with a total of 140,000 likes! His YouTube video following the parade gained 197,000+ views.

Rosie & Rose also joined them on the float and they received three added value posts, taking the engagements to 163,300. Their YouTube video also received 117,134 views, 50 social posts across Facebook, Instagram, Instagram stories, Snapchat, YouTube & Twitter.

Over 16,000 people viewed the Facebook live steam, with 50 shares and 385 likes. The Facebook Live video gained a huge organic reach of 425k and generated 2.1m impressions across Twitter and Facebook, 758k 3 second views (42.35%) across Twitter and Facebook, 4.8k likes, 264 shares and 313 new followers across Twitter and Facebook.

Barclays sponsorship of Pride in London in 2017 was brought to the attention of enthusiastic people by using influencers to support the activation. This allowed them to raise awareness of the sponsorship, their dedication to inclusivity and being who you want to be in the workplace.

This was the first time Barclays have used Facebook live in event activation and the successful execution has paved the way for them to include it in future activity.

Judges Comments The winner was able to demonstrate to the judging panel a clearly thought out campaign strategy coupled with meticulous execution.

In an age where it is very easy to sponsor an event, cross your fingers and hope for recognition, they considered all the possible channels available to them to raise awareness and support for the community and then placed suitable creative and measurable objectives alongside each channel.

From the pre-event engagement with the public through social media, in-store promotions and advertising to the experiential activation, personal engagement and outreach opportunities to the online audience on the day; the submission highlighted the benefits of taking the time to strategically plan your campaign before you enter into the execution phase.

A really impressive submission from planning and design through to execution and measurement.

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