Case Study: The Harvest
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Transcript of Case Study: The Harvest
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Case Study: The Harvest
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The Brief
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What if you needed to reach out to a fickle bunch of creative die-hards and communicate a message to them?
Photo from mikesten on Flickr
<- ‘Creat
ives’ ->
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The South West RDA wanted an online campaign to show off the strength of the South West as a region for the Creative Industries to the creative community.
<- Stuff like this
Photo from timsnell on Flickr
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The Thinking
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We identified the superior quality of life and quantifiably higher employee satisfaction as the key points to make up the campaign message.
Photo from ooOJasonOoo on Flickr
Proper job
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The campaign needed to drive conversations and gain respect amongst its target audience. This was all about effective niche communication.
- Ha ha!
LOL -
Photo from Jacob Bøtter on Flickr
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The Campaign
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We wrote and filmed The Harvest, a short comedy film about a ̒ creative farm .̓ The setting showcased the quality-of-life message, whilst the script explained the regionʼs creative pedigree.
<- Not real
Real ->
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We then leaked the film into creative communities through a carefully-planned seeding campaign targeting press outlets and influential bloggers.
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The Results
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163,885 views289 blog posts
Huge amounts of buzz from the right audiences
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Picked up by some of the top creative and digital bloggers worldwide
Picked up by the press and screened on TV, in cinemas and public displays
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A very happy client
Thumbs up from me, looks really good, well done team!Caroline Farrant, SWRDA
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See It
http://www.creativejuices.org.uk
http://www.youtube.com/watch?v=hgYwTELj-fs