Real Stories from Real Members
Expanding on the work we have created previously, we used stories from real life people about why they joined Inverclyde Leisure. The “What’s your Why?” campaign promoted an inclusive, real community that people wanted to be a part of.
Clear and simple graphics were used with short quotes from members which gave people an immediate understanding of the different reasons those people use Inverclyde Leisure and invited them to find out more.
Each persona was targeted at a different demographic which gave people an increased feeling of representation and engagement to inspire them to try out Inverclyde Leisure. The messaging was delivered across a diverse range of platforms including print, PPC, social media posts and video.
Impact and Statistics
The campaign was a huge success both with the teams at Inverclyde Leisure and the wider community in Inverclyde with over 1,000,000 impressions and almost 180,000 engagements.
The use of video interviews from real life Inverclyde Members had a huge impact on engagement for the videos. YouTube alone gained almost 90,000 views, 2420 hours of watch time with an average watch time of 27 seconds per impression. With some of the videos being a few minutes long, this is a huge achievement to have such high engagement and long watch times.
The team at Inverclyde Leisure reported that the reception to the campaign was so good that the campaign was extended twice. Originally running from Dec 25th-Feb 18th, it was extended until the end of February, and then again for the entirety of March.
UK Active Award Winner
We are so proud to have been a major part in what is now a nationally recognised campaign, winning the Marketing Campaign Award at the UK Active Awards.
Judges praised the “clear and transparent campaign”, that really gets “to the heart of why people take part in activity and what it means for them”. They also liked the “crystal clear delivery on strategy” and the “Impressively insight-led and persona focused” approach, “leading to authentic, credible, powerful stories.” They particularly commended the impactful use of video, “really engaging the audience and telling the story”.
All of this led to a very impressive overall score and a 5 star rating from all the judges.
