Case studies from a selection of our clients
Digital marketing campaign
Fresh Egg has successfully proposed and implemented a creative competition designed to increase brand awareness, aid the generation of high quality evergreen content, and build relationships with key regional stakeholders.
Sykes Cottages is the UK’s leading independent cottage rental agency, offering a choice of over 4,000 holiday cottages across the UK and Ireland.
Working together, Fresh Egg and Sykes Cottages determined that Norfolk was one area in which the awareness and presence of the Sykes Cottages brand could be increased.
Fresh Egg was tasked with proposing, creating, and implementing a creative, content-led campaign that would meet the following objectives:
Fresh Egg devised the #whyilovenorfolk competition to invite advocates of Norfolk to share what it is they love about the county across a range of media formats. Designed to play on people’s pride for their home county, or favourite UK destination, people could enter the competition via an onsite form or on Twitter, using the hashtag #whyilovenorfolk.
To incentivise entries, and to begin building relationships with Norfolk businesses, a number of prizes were arranged, including Sykes Cottages vouchers, a donation to a Norfolk charity of the winner’s choice, and tickets to various Norfolk attractions.
In order to promote the competition, a member of the Fresh Egg team travelled to Norwich to film local people sharing why they love Norfolk. This video, along with a competition landing page on the Sykes Cottages website and other supporting content, was then used to promote the competition to Norfolk related websites and businesses, including tourist organisations, radio stations and magazines.
The #whyilovenorfolk competition received 1,270 entries across Twitter and the onsite entry form during the month-long period over which it ran.
The total reach of posts made to promote the competition on Facebook was 192,603 people, while the total reach of tweets was 98,700 people.
The onsite competition page received 367 page likes on Facebook, and received 3,635 page visits.
The competition helped generate relationships with tourist organisations in Norfolk that Sykes Cottages had previously not worked with – one of the key objectives for the campaign from the outset.
It was featured on a number of highly relevant websites throughout the campaign, including Norfolk tourism sites and national magazines. The competition was also promoted in a local radio advertisement and in Norfolk-related enewsletters.
As planned, after the competition had ended, Fresh Egg created a unique and compelling piece of evergreen content – A Visitor’s Guide to Norfolk – using some of the high calibre entries to the competition. This was presented in both downloadable PDF format and a content-rich landing page, from where the guide could be downloaded.
The visitor’s guide, created from some of the best entries to the competition, then provided a second element to construct offsite promotion around, again enabling the development of enduring relationships with key stakeholders in Norfolk.
“As one of our first content-led campaigns, the #whyilovenorfolk campaign has been highly successful. Fresh Egg’s idea to draw upon people’s own knowledge of Norfolk and utilise this in the creative piece has given the final content a real sense of authenticity, making it even more useful and appealing to those looking to visit Norfolk.”