In order to deliver this campaign, we launched the first Mindshare ‘Loop Room’ in which we could house creatives, analysts, strategists, paid media specialists, as well as the senior client team.

We streamed all social activity and digital analytics live onto screens in the room, and created both reactive and proactive content live, in a truly adaptive way (with special care taken around the weather conditions, given they were the worst in a century). This allowed us to seed the campaign incredibly quickly with our superfans, and then create content around large-scale media moments – such as TV.

We created a measurement framework that connected all channels and enabled us to accurately predict engagement rates and reach, week by week.

The campaign drove more than 8,700 superfan interactions, and the hashtag was seen by more than 80% of all UK Twitter users.

We exceeded our engagement target (7,465) by more than 1,000, and exceeded our earned reach target (28,000,000) by more than 5,000,000. Earned reach accounted for 15% of all media impressions (benchmark of ~5%). More importantly, we drove an 8% incremental increase in sales enquiries, on a 30% reduction in paid media budget.