The UK team at Say Media is on fire. First they were nominated for the IPA Media Owner Awards Shortlist and now they’re a nominee for the International Content Marketing Awards for the British government’s first ever native ad campaign.
Called Business Is Great, the campaign was designed to showcase small businesses in Britain, through a series of engaging case studies.
In a ‘native’ advertising first for the UK government, brokered by M4C and created with Say Media, the campaign targets small business owners and entrepreneurs, through a two-part branded content series on Say Media’s popular tech site ReadWrite. One of the videos sees editor-in-chief Owen Thomas discuss how UK business grade-tool company, Huddle, transcended into the global market and the key elements that got them there. Another piece— Three picks for the Best Business File-Sharing Services — showcases the three best business tools for file sharing and working towards a paperless office.
The campaign also takes the Great Business brand message out to a relevant audience via Say Media’s multiple ad platforms, including new high-impact native ad format, Adaptive.
The three-month campaign ran until the end of March and drove visitors to the dedicated website www.greatbusiness.gov.uk where small business owners can find out more.
During the three-month campaign over 6.5 million added-value impressions drove awareness and nearly 60,000 opt-in engagements delivered a qualified, engaged audience. In total, the target spent over 20,000 quality minutes with the campaign. You can read more about the results on Brand-e here.
Congrats to the Say Media UK team! The winners will be announced on November 26 2014 at The Roundhouse in London.