Keys for Key Workers and Santander Cycles
August is typically a quiet month on the PR front as journalists and clients alike use up their annual leave. Not this year though, here we breakdown two great campaigns as well as one that missed the mark.
Keys for Key Workers
There isn’t a single person in the world who could deny the hard work and dedication of key workers during the pandemic. Now as the UK is reopening, Travel Chapter, a holiday letting company, has developed an initiative to say thank you to our nation’s key workers.
Dubbed ‘Keys for Key Workers’, the social media campaign is aimed at encouraging individuals to nominate deserving key workers in their life to receive the keys to various holiday locations across the UK for a free stay.
Why we like it: This campaign is incredibly simple but very effective. Gifting exercises are nothing new, but brands usually reserve them for professional influencers to generate brand awareness and business leads. After months of not being able to open due to the pandemic, it is understandable that many holiday lets would rather gift a stay to an influencer to generate further business. However, Travel Chapter’s choice to give back to a key pillar of society will go further in resonating with the general public.
After months in lockdown, Londoners are keen to get back out and rediscover their city. To celebrate 10 years since Transport for London’s cycle hire scheme launched, it unveiled a new campaign to highlight the benefits of cycling in the capital.
The campaign depicts people cycling through 10 different locations across the city, from easily recognisable spots like Spitalfields Market to hidden gems like St Dunstan’s, and is running across social media and digital as well as with billboard adverts across the capital.
Why we like it: As people look to start moving again this campaign is a great reminder to those in the capital that you don’t have to rely on a train or the tube to get around. It further reminds Londoners of what is on their doorstep, encouraging them back out and into the city.
Ben & Jerry’s Twitter Tirade
Home Secretary, Priti Patel, made headlines for her policy on migrants arriving in the UK after crossing the English Channel. In response to the policies, ice cream giant, Ben & Jerry’s, took to social media with a slew of tweets calling out the Home Secretary.
Ben & Jerry’s is known for being a fair, forward-thinking brand, for example, it received great praise for its Black Lives Matter campaign a few months back, but the tone of this particular outburst felt less “right on” and more self-righteous, leaving the brand vulnerable to harsh criticism. It is slightly strange for a brand to talk down to a senior member of the UK Government so publicly, but it’s even more strange when the company itself has used suppliers that have been known to exploit migrant labour, a fact the brand practically invited detractors and policy defenders to jump on.
What to learn: Brands having values is becoming increasingly important. However, there are ways to share them and ways not to. Unfortunately, this is an example of how not to do it. Since the initial outpour on Twitter, Ben & Jerry’s has reassessed its tactics and has come back with a full ‘No Human is Illegal’ campaign, working with the charities Joint Council for the Welfare of Immigrants and Refugee Action to raise awareness and enact change.