Helping business leaders plan for a better Brexit

The problem

The IOD is a prominent UK-based member organisation that represents and supports British business leaders.

The IOD briefed SevenC3 to develop a combined content and media solution to disseminate practical support and guidance to business leaders and prepare them for all eventualities of the UK’s exit from the EU.

SevenC3 had six working days to conceive, plan and activate the entire campaign which spanned a period of six weeks.

The solution

No Deal? No Idea? Is your business ready for Brexit?

While the UK was preparing to leave the EU, business leaders were uncertain of how to navigate Brexit challenges. The IoD had the knowledge, answers and tools to guide UK business leaders through the key challenges they could face.

The short lead times required a unique style of messaging to be developed in order to stay relevant in an ever changing and ever shifting landscape. SevenC3 ensured that all creative could flex at a moment’s notice to respond to changes and the media plan was created in a phased approach to ensure effectiveness.

Our campaign ran over a five-week period but was reactive week on week due to the changing nature of the subject matter as well as needing to flex towards formats and delivery channels that worked best for our intended audience.

This performance-led mindset guaranteed the best use of the client’s budget across asset development and also media spend. We quickly learnt which formats worked best with our chosen media platforms and which formats resonated most with this highly engaged target audience.

The results

  • 25 content themes created within a five-week period
  • 77,454,305 impressions served (1,000,000 target)
  • 226,000 visits to the IOD Brexit Hub (125,000 target)

Why it matters

Helping business leaders plan for a better Brexit in times of serious uncertainty.

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