PRWeek UK Awards Winners 2020: Best Use of Content

Best Use of Content goes to 'CTRL your future', by Karmarama for the Institute of Coding – a multifaceted campaign that would enable the IoC to address, through content and collaborators, barriers that were restricting its potential audience.

PRWeek UK Awards Winners 2020: Best Use of Content

The Institute of Coding – a new organisation – had a problem with brand recognition as well as awareness of its role and offering with a diverse 15- to 21-year-old audience. This was crucial to helping it achieve the rest of its objectives, so Karmarama had to come up with a solution.

In-depth research helped gain understanding of how the audience consumed media and information, while also identifying barriers that were fundamental to low engagement. On the basis of this, a strategy was deployed to engage target communities via their online behaviour.

A three-pronged campaign was devised, featuring a series of interviews with Dazed 100’s digital fashion collective, DIGI-GXL; a short film exploring diversity in gaming with London Gaymers; and a three-part documentary series, called 404 Not Found. All of this was underpinned with content created in collaboration with 22 influencers.

On top of large increases in social media followers and impressive engagement figures, overall KPIs were measured against course sign-ups: the campaign resulted in a 775 per cent uplift in visits to the IoC course catalogue over two months and a six-fold increase in sign-ups.

Judge's comment

Smashing use of both audience insight and content. Very smart, engaging and energising.

Highly commended

The Truth Flirts by The Romans for Badoo

The Romans was tasked with getting dating app Badoo – launched in 2006 – back on the map, not by emulating the other players in the market but by reinforcing that it's a 'safe haven for honest dating'. So it carefully researched which topics the target audience might find difficult to broach when dating, then started a national conversation about them via a new podcast hosted by former Spice Girl Mel B. Media sell-in achieved 220 pieces of UK coverage, with more than 30 million online coverage views and headlines such as “If you wanna be her lover, Mel B’s going to take you to the STI clinic first.”


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