We’re excited to share the news that we have been nominated in the Consumer Engagement Award category of The Herald Scottish Digital Business Awards. Our Summer 2019 campaign for Power of Attorney – ‘Power of Attorney is for People Like You’ – launched in June with a much greater digital focus – previously OOH and TV formed a main part of the campaign.
We delivered an upgraded website, fresh content and highly targeted campaigns across social media to deliver the key objective: raising audience awareness with specific target audiences that we have established, are closer to the market. This prompted us to develop the ‘Power of Attorney is for People Like You’ messaging.
Our strategy for the summer campaign was to create specific, audience-focused videos as well as recognisable subsets — this enabled us to take an innovative approach to audience engagement. The nature of the subject leads many to conclude that it is a product that surrounds end of life and older people only. It has been a demonstrated success that keeping content informative and to an extent, light-hearted and entertaining has worked (See Christmas 2018 campaign – Even Santa Needs a PoA). The content for Summer 2019 has helped audiences engage in a friendly but informative way establishing with “matter of fact” that PoA is for them.
The ‘people like you’ approach has been modified to engage specific audiences and reflect potential challenges and questions that come up. Audiences include: LGBTQI, BAME, parents, couples, people with progressive conditions and a focused video on the issues with guardianships. We created both English and Gaelic language content for the campaign.
At each step of our innovative social media campaign, we implemented highly targeted posts, split A/B test audiences alongside complimentary data analysis from Sky AdSmart (who we ran a concurrent TV campaign alongside the social campaign), to ensure that we achieved the campaign goals. The campaign has resulted in massive success with demonstrable engagement in what is, a difficult subject matter.
Enterprise Screen has delivered the Power of Attorney campaign in Scotland on behalf of NHSGCC and now Health and Social Care Scotland since 2013 – across TV, Online, Social and Out of home. The campaign has consistently delivered great success – impacting with the right audience with the right message and resulting in year on year growth of more than 30%. All of this saves the NHS money and makes life better for those affected by incapacity at any stage of life. Getting audiences to respond to a subject not many of us want to think about is not that easy…but with a creative and at times, fun approach, we’ve managed to get people talking to each other and setting up a Power of Attorney.
The Herald Scottish Digital Business Awards rewards the success of businesses in seizing the opportunities offered by digital technology, recognising those who are excelling in their digital transformation journey. This year’s award ceremony will be held 23 October 2019 in Glasgow.