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Red7

Brief

Red7 is a leading hen & stag company, established over 30 years ago. Over the last 30 years they have arranged more than 30,000 hen and stag parties in locations all over the world. They offer a choice of over 50 destinations, both UK and overseas, and over 100 day and night time activities, carrying in the region of 35,000 pax per year.

Following a competitive pitch process, Red7 appointed Red Hot Penny to increase their market share through a dynamic and creative digital strategy. They required an integrated mix of all Red Hot Penny’s digital marketing services: Social Media, SEO, Digital PR and PPC. We began the partnership by producing a creative content campaign boldly named ‘The World’s First Mankini Emoji’. The aim of our integrated strategy was to leverage the popularity of emojis and position Red7 as a forward-thinking company that is in touch with the digital era. Because Red7 are in the travel and entertainment industry, it was important to show their fun and energetic personality.

Emojis have been all over the news in recent months and spiked in popularity in 2015, particularly in the last few months before we launched the campaign in January 2016.  The introduction of new emoji sets by brands and individuals had gained significant traction in the press and in organic search. Metro, BBC and Buzzfeed are a few titles that had regularly been posting about emojis.

Solution

The creative content campaign was to go through various stages before distribution and promotion. These stages include: Research and Development, Idea Validation (pre-outreach), Creation of a robust and agile outreach strategy for launch, Creation of supporting content for our outreach strategy, Design and build, Testing, Launch and promotion.

The campaign was kicked off by researching the most popular and iconic objects associated with hen and stag events. We created eight unique emojis that were hen and stag themed and placed them on a microsite. The emojis included hen and stag warning signs, ‘L’ plates, a blow up doll, beer goggles, hen sash, a bride and the most popular; The Mankini.

The microsite hosting Red7’s emojis and information about the campaign was launched on the same date as when the outreach began. The emojis were distributed via social media and PR, gaining coverage on influential sites and driving traffic to Red7’s site. The campaign achieved the goal of raising brand awareness and increasing enquiries on their website. They received an influx of calls following the campaign as it got the Red7 name out there and sold their fun attitude to their target market.

Results

Social Media results following Emoji campaign:

  • Campaign activity generated over 1.3 million impressions
  • Seen by over 1 million unique users
  • 186% increase in social referrals to site YoY

 

PR coverage and stats following outreach:

  • Daily Mail, Digital Spy, PR Week, Independent.ie & more
  • Coverage in UK, Ireland and USA
  • Combined press coverage circulation of over 260 million in total

 

SEO improvements overview from campaign:

  • 1,000 hits on the first day of microsite going live
  • Total of 6,850 sessions throughout two week campaign
  • 45% of visitors being between the ages of 25-34

 

PPC campaign effectiveness throughout January (not related to emoji campaign):

  • Tripled the lead total of the previous record month in terms of leads
  • The above was achieved without exceeding the CPA threshold set by Red7
  • Total of 183% increase in PPC leads in January YoY