Consumer/politics - UpMyStreet gets election voters on side

Campaign: Local perspective on General Election

General Election: local perspective
General Election: local perspective

Client: UpMyStreet.com
PR team: Band & Brown
Timescale: April-May 2010
Budget: £4,000

Local area information site UpMyStreet.com wanted to capitalise on the general election to drive voters to its coverage.

OBJECTIVES

- To drive debate and engagement with UpMyStreet election content

- To drive traffic to UpMyStreet.com

- To grow the Up-MyStreet community on Twitter and Facebook.

STRATEGY AND PLAN

The PR team targeted political bloggers and media with press releases. It also tracked popular topics and conversations across Twitter and used these to signpost content on the site. Politicians and celebrities on Twitter such as John Prescott and Sarah Beeny were targeted to encourage them to talk about local issues. A 'cupcake poll' was also used to target journalists and bloggers, who were sent boxes of Raspberry Gordon, Passionfruit Nick and Blueberry David cupcakes. The team also worked with Goldsmiths College and pollsters ICM.

MEASUREMENT AND EVALUATION

In ten days, UpMyStreet increased Twitter followers by 14 per cent and Facebook friends by 20 per cent.

RESULTS

Visits to UpMyStreet.com increased seven-fold to 6,322 over a ten-day period. There were more than 700 visits to the UpMyStreet election pages via Facebook.

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