PR Week Award for Yours, Mrs Claus
We are proud to announce that another of our campaigns with partner agency Unity has picked up an award, this time a PR Week Award for most innovative use of digital and social media.
Yours, Mrs Claus ran last Christmas for ActionAid and we were responsible for both the digital strategy and the online implementation. The campaign was designed to raise awareness of the ‘hidden women’ around the world over the Christmas period, using the much overshadowed wife of Santa as a vehicle and metaphor.
The digital approach centred around one of the most talked about and contentious new media topics of 2016 – that of click-bait, but subverting the catchy titles and tantalising promises of excitement for a good cause – driving people to a Tumblr written by Mrs Claus herself and a number of well-known women from Jo Brand to Emma Thompson discussing the role of women in the world, especially around Christmas.
— ActionAid UK (@ActionAidUK) December 20, 2016
The articles, and associated clickbait titles, were designed to be deliberately off-putting to men but entertaining, from “101 ways to turn your tampons into Christmas Decorations” to “What your Santa fantasies say about you”.
These clickbait articles were promoted via content networks Content.Ad and Rev Content as well as via targeted Facebook ads, plus via influencers such as Emma Thompson, Jo Brand and Josie Lawrence.
Then a second ‘overt’ phase revealed the reason for the blog and campaign and continued the content and messaging up to Christmas.
— Jo Brand (@iamjobrand) December 13, 2016
The blog also linked through to the ActionAid Christmas Gifts page so that people could take positive action to support the hidden women and ActionAid’s campaigns on the ground.