Case studies
Positive Energy with Energia
Energia Tackle Return to Play with Creative Campaign that Reaches 3.6 Million on Social.
Omnichannel campaign drawing attention in a light-hearted way to a key milestone (return to play) in the pandemic recovery.
Our audience profiling focused on how to reach our audience (28-50 years, male and female, ABC1, urban homeowners) digitally and how to engage with them through humour.
The potential for the content to go even wider was identified early and it was shot and produced with TV in mind, ultimately airing on Virgin Media ahead of both the Italy and France Six Nations games.
Energia partnered with Legacy to devise a core campaign idea using a unique and original anthem that would be scripted and produced for Irish rugby fans in order to lift their spirits in a challenging time.
The Positive Energy Irish Rugby Anthem by Energia was a content led digital PR campaign that would include paid and organic digital and social media promotion, extensive media relations, a diverse influencer campaign along with clever media partnerships.
The potential for the content to go even wider was identified early and it was shot and produced with TV in mind, ultimately airing on Virgin Media ahead of both the Italy and France Six Nations games.
Results
In order to drive traffic to the energia website we hosted the full song on their rugby page via YouTube and as a result, the
website received double the amount of traffic accounted and the second largest day for traffic in 2020.
+7% increase in people recognising Energia’s sponsorship of Irish Rugby - a direct awareness impact of the campaign
11.5 million campaign total reach.
BP PR value of €140,000.
720,000 song views.
3.6 million organic social reach.
22 organic influencer posts and reach of 707,647.