Improving Content Performance for SSE

SSE’s marketing agency needed a rolling content programme. We worked hand-in-hand to populate and optimise the content hub and ongoing cross-platform campaigns.

SSE

The Brief

HIGHLIGHT THE ROLE THAT FATHERS PLAY IN SUPPORTING THEIR DAUGHTER’S FOOTBALL AMBITIONS 

As Women’s FA Cup sponsor for the coming 3 years, energy and utility company SSE wanted to increase awareness of women’s football and encourage women of all ages to get into the sport. Father’s Day provided an opportunity to launch the first film with a focus on the relationship between dads and daughters – a unique angle designed to broaden the appeal of the campaign.

In partnership with Synergy, SSE’s marketing agency, we were commissioned to create a series of films that featured female footballers at various stages of their career – from complete beginner to professional player. As well as keeping viewers engaged across their website and advertising network, each video also needed to encourage sharing to extend the influence of the campaign.

We created the content for the main site and campaigns across the year. Further, the overall project was designed to learn iteratively, with research on audience perception being carried out between the release of each film. The objective; to learn and improve the performance of each subsequent piece of content and to increasingly engage the audience across a range of measures.

 

The Solution 

FOCUS ON RECOGNISABLE FAMILY MOMENTS WHEN TELLING EACH STORY

For the first film, we built a story that contrasted a piece of research for the PR team, on father’s typical lack of engagement with their daughters.

We also spotted another angle that we thought would make an interesting story to test the film that would generate results during post-launch research. This focused on ‘recognisable family moments’, typical activities that whole families could relate to, and talk about.

Watch: Dads and Daughters: Bernard and Kelly Smith

The Results

ENGAGING FILMS THAT AUDIENCES RATED AS BOTH EMOTIVE AND MOTIVATIONAL

The “Dad’s taxi” concept was rated as one the audience’s favourite aspects of the film and was the most commented part of the film on social media. 59% of viewers said that they would be likely to share or like the content on social media, and agreed that the stories reflected positively on SSE and their support of women’s football.

Kelly Smith appears on Sky News for the launch of the campaign

Kelly Smith and her dad

Contact

If you’d like to learn more about how we can help you improve audience engagement, just get in touch.