Today marks the launch of a new campaign at Prince’s Trust HQ. We’re celebrating everything Enterprise, as we look to encourage young adults to set up their own business. Dull, boring and disengaging? Wrong.
Working with creative agency Nonsense, and funded by RBS , we’ve created three spoof infomercials bringing to life a series of terrible business ideas. You know, the ones that wouldn’t make it onto the brainstorm flip chart – despite the mantra ‘no idea is a bad idea‘. And, it works. Take a look for yourself.
A toothbrush, hairbrush, toilet brush and broom all in one, there’s more to this video than slapstick comedy. Behind the scenes, the PR, marketing and digital teams have been working closely (even crossing over at times) to ensure our ‘outside our comfort zone’ multi-media content is working as hard as possible to reach the right people: 18-30 year olds. Here’s how:
The ‘Brush it All‘ video celebrates the start of a three-week digital campaign – our biggest push ever – and to make this possible we’ve strengthened our existing business content to sit alongside the videos. From Enterprise programme enquiry forms to business plan templates, we’ve made the collateral easier to find and use thanks to our new landing page.
Making the most of our campaign news hook, the PR team has also created case studies of young people who’ve previously completed The Prince’s Trust Enterprise programme and gone on to business success. To be featured on the website and sold-in to national, regional and local press, these stories will bring to life what we we’re trying to achieve and tick the box for peer to peer marketing.
We’ll also be sharing the stories of the Enterprise ‘heroes’ on the other side of the coin – The Prince’s Trust business mentors who provide two year’s support to every young person who seeks to develop their business idea- to maximise coverage opportunities.
This isn’t a category that I usually highlight when reviewing campaigns – especially when there’s still a debate as to whether it’s stats or celebs that people respond to more. But, with a host of celebrity ambassadors supporting The Prince’s Trust, the team has leveraged business tips from self-made figures to inspire young people. Think Kelly Hoppen , Jamal Edwards, Levi Roots and Jamie Oliver. As well as being rolled out online, this content will also generate consumer coverage.
We’ll also be engaging with the celebrities on our social media channels. But, it’s not just a case of us, or them, pushing the video out with a campaign hashtag (although, not to leave any stone un-turned we’ve got one of those as well: #MyBigIdea), we’re using YouTube, Twitter, Facebook, LinkedIn, Instagram Pinterest and Google+ to share exclusive ‘behind the scenes’ content and connect with followers by feeding into business-related conversations.
So, with all of this, a dash of digital advertising, e-marketing, and internal comms, we’ve come up with a recipe for success. What do you think? Does Brush it All inspire you to start your own business?
Drop me a comment with your thoughts and continue to check YouTube for the other videos in the series over the coming weeks. They’re awesome.