CMA x 123 REG
123 Reg Marketing Campaign
123 Reg is the UK’s largest accredited domain registrar – having created 3.5 million domains during its 20 years of business. It provides Internet services to small and medium-sized businesses.
CMA provided a full cross-channel marketing experience for 123 Reg’s #SelfStarter campaign including blogs, socials, paid advertising and video production.
Reg 123 #Self Starter
Overview
#SelfStarter is a community project. It’s a celebration of Britain’s business owners and solopreneurs. These individuals are the lifeblood of our economy. They are skilled at going solo and each has common experiences of going it alone.
This dedicated campaign focused on these small business owners and created a platform whereby 123 Reg and CMA could create a community which would offer inspiration, best practice and support to other people setting out on their own self starter adventure.
More details
#SelfStarter was a year-long campaign. The strategy was built around an accumulation of activities. Monthly activities would culminate in quarterly deliverables which would be gathered into a summative product after 12 months.
The #SelfStarter campaign would establish a framework within which all sub campaigns could logically sit, including social awareness/traffic/blogging/product promotions/customer stories/TVCs and beyond.
The result of this boosted excitement around 123 Reg’s brand and services, segmenting it in the market from other suppliers,
It embraced the communitarian aspect of social and digital marketing to build a community of like-minded followers
It pooled expertise and shared learnings with Britain’s business and solopreneur community
CMA’s Key Responsibilities
Principally, our responsibilities were to generate a wave of social awareness through social traffic. Into this mix, we fed product promotions, customer stories, TVCs, OOH and more
Monthly actions:
- #SelfStarter engagement posts around managing websites
- Traffic posts to a related blog themed to the campaign for the quarter
- Creation of related blog – including user-generated material as appropriate
- Conversion product posts themed to the campaign
- Social-first videos themed to the campaign
- Online competition themed to #SelfStarter and the core topics
- Customer story blog featuring questions and answers around the core topics. Breaking blog into social soundbite vignettes
- The customer story blog set the vertical theme for the quarter, aligned to challenges users face and the 123 Reg products that will help overcome them.
- Influencer content that operates in the vertical – including ‘how to’ content and best practice.
- A digital (and printed) yearbook including the four quarterly featured customers, their relatable challenges and how they overcame them, with product callouts. This also pulls together all monthly hints and tips blogs.
- A coming together of the four featured #SelfStarters in a roundtable discussion where they discuss the relatable challenges – from which ongoing social content can be generated to inspire the next year’s cycle of actions and content.
Results
With a campaign designed to pay forward, like this one, the true results won’t be known for years – and will be represented by the number of #SelfStarter businesses which have thrived.
But, as a more immediate measure, this campaign had a total social media reach of 671,000 people. Our video content had an engagement rate of 28%, with more than 187,000 views.
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