Enterprise Education and accessing learning

Dubit recently worked with the NSPCC on an exciting piece of research looking into young peoples views on the safety of social networking websites.

A sample of 1000 7 - 18 year olds were asked to give their thoughts and opinions on online security and the measures that are currently in place.

They were probed about the methods that are available to report abuse, along with the actions that will then be subsequently taken. The roles and involvement that parents, and also the government, should play were also discussed with specific actions emerging that could be used to combat online abuse.




Load & GO

Challenge: Raise awareness of and create a buzz around O2 Load & Go's contextual advertising tie-in with the 'Hollyoaks' Channel 4 soap. Create real excitement around the fact that this has never been done before; previous to this campaign contextual advertising had never been used to this extent. Effectively seed campaign messaging based around TV adverts and specific content on the Channel 4 Hollyoaks website, with incremental updates throughout the campaign.

Strategy: Dubit recruited a team of 10 Hollyoaks 'Super Fans' to take part in a 4 week online campaign. Dubit recruited the majority of the team externally so as to recruit the biggest Hollyoaks Super Fans that were most active online. All BAs went through a vigorous recruitment process, were profiled, interviewed and briefed over the phone and were also briefed in person on the set of Hollyoaks in Liverpool. In addition to this all BAs received weekly briefing documents via email and were spoken to over the phone at least twice a week.

Dubit also created a Bebo profile for one of the characters in the TV adverts; this was regularly updated throughout the campaign with members of the public engaging with the character and leaving comments on his profile and blogs.

Objectives: The Brand Ambassador's key objectives were to

Activity: Throughout the four week campaign the Super Fan's targeted Hollyoaks specific message boards and forums, updated their personal social networking sites and used emails and instant messenger conversations to raise awareness of the Load & Go Hollyoaks tie-in. The team started conversations based around Hollyoaks and then guided the discussion towards the Load & Go campaign with references to content on the Channel 4 website and the TV advertisements.

One of the Brand Ambassadors also arranged for an article to be featured in local newspaper 'Epworth Bells', this was also featured on the paper's website and covered the briefing session and Load & Go Campaign. Another BA arranged for a Load & Go Advert and direct link to the Channel 4 website to be featured on www.ditchthelabel.com which currently has over 17,500 registered users.

Evaluation:

All Brand Ambassadors exceeded their weekly targets meaning that the final WOM reach was 297% greater than the target reach of 54,472.





Core 3 On-pack Promotion for Coca Cola

Objectives: Raise awareness and create a real buzz amongst 16 - 20 year olds of the new on pack promotion. 'Gimme Credit' 50p free mobile phone credit on Fanta, Dr Pepper and Sprite cans and bottles

Strategy: Dubit recruited a team of 80 Brand Ambassadors aged between 16 and 20 years old to take part in a 2 week campaign. All BAs were adorers of Fanta, Sprite and Dr Pepper had large social networks both on and offline and were proactive members of extra-curricular clubs/activities.

Brand Ambassadors key objectives were to:

Activity: In the first week the Brand Ambassadors focused on raising awareness about the promotion, the different entry mechanics (texting and online) and that it's available both on cans and bottles. Their focus for week 2 was making their peers aware how easy it is to enter and that it's possible to enter up to 8 times, giving £4 of free credit. The Brand Ambassadors were given specific weekly targets for their online activity, which included emails, social networking wall posts, status updates and message board posts.

Evaluation:

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