Unilever set Trinity Mirror Solutions the task of placing their organisation and its brands firmly at the heart of the Patron’s Lunch celebrations (of which they were a sponsor) whilst also reflecting their heritage and vision for a brightFuture.
Unilever makes some of the UK's oldest and most well-loved brands. Their brands are in almost every UK home. They have supported British communities for over 90 years – and in 2016 they wanted to celebrate their heritage, tying this in with the Queen’s 90th birthday.
The Challenge evolved around two key elements:
- Drive awareness for Unilever’s heritage and association with the Queen’s 90 th birthday whilst giving away tickets for the Patron’s Lunch.
- Inspire the nation to throw the perfect street party on the occasion of the Patron’s Lunch with the help of their brands, while leaving a positive legacy by linking to Unilever brightFuture sustainability message.
Unilever’s brief aligned perfectly with Trinity Mirror’s editorial news agenda and our love of everything British – specifically the Queen. Our audience, Modal Britain, love a celebration and national events are a brilliant excuse to get together with friends and family. When it comes to sustainability, our audience want to do better but don’t really know where to start.
Our solution built out from a creative strategy we called ‘Street Legacy’ – a campaign which enthused our families and communities to embrace and celebrate the Queen’s 90th Birthday by winning tickets to attend or by organising their own community Patron’s Lunch.
Through enlightening content we encouraged people to bring deeper meaning to the events in the hope they will make a difference and leave a legacy.
Finally we educated Modal Britain to use the celebrations as a catalyst to make better-informed decisions to create a brighter and sustainable future for their children.
A multiplatform campaign utilising all our key platforms was created, from our National and Regional news brands to digital content and executions.
Activation included 4 page pull outs, double page spreads, columns and digital native content. Copy was regionalised to provide strong national coverage with local focus. Content focused around recipes, how to guides and bespoke information on Unilever’s presence in certain areas.
- Competition entries smashed targets.
- Over 38k Page Views for native articles – 665% above target!
- 4.76% CTR (benchmark of 3%).
Content testing showed:
- Content was very well received and readers loved the bright, colourful and cheerful elements.
- Good balance of branded information and useful tips.
- Recipes are always popular with readers and this came through strongly.
- They felt the feature was very much in-keeping with the Mirror’s editorial tone and voice.
- Clear cut through for Unilever brands.
- Feature generated strong interest with many readers searching for information.
- linked to the recipes & Patron’s Lunch.
“We loved being able to get into the heart of communities through the Big Local network and worked closely with the Trinity Mirror team to hyper-localise content.
"We smashed the campaign metrics on reach and saw excellent performance in terms of engagement and key message delivery.
The Trinity Mirror model of National + Big Local is a very exciting one – both in press and online – with loads of potential for Unilever moving forward. A partnership fit for a queen.”
Unilever Marketing Manager Anna Owen.