Last night, some of the U.K’s digital elite descended upon the Park Plaza Hotel in Westminster - dressed to the nines and ready to celebrate their achievements at the annual Drum DADI awards.
‘The DADI's have been recognising and rewarding the very best in digital for the past 12 years. They have grown year on year to become one of the biggest and most prestigious awards in the global digital events calendar. With over 600 attendees, The Dadi ceremony brings together the industry's elite to celebrate and reward their successes over the past year.’
The team from Fresh Egg were amongst the hundreds of attendees from agencies, brands and tech providers, all of whom had been shortlisted within the DADI's 37 categories. We were honoured to have been shortlisted and to have our work alongside some esteemed competition. I am incredibly proud to announce that our work for the NHS and the Good Thinking Service was highly commended in the best use of paid search category! An incredible achievement for this groundbreaking piece of work - receiving the recognition for our CX driven approach was incredibly fitting as yesterday was also World Mental Health Day.
Our entry shared how the work was not about reaching hundreds of thousands of people through by investing a bottomless pit of cash into paid search but how we delivered a micro-targeted PPC campaign with a strategy founded from a ground-breaking, integrated approach.
The overall objective of the project is to improve the mental health of Londoners by encouraging them to self-manage their wellbeing, enabling the NHS to:
- understand the different needs and wellness journeys of specific audience groups. reach and engage people at key stages in their wellbeing journeys with targeted micro-messaging.
- position itself at the forefront of search results for popular search terms surrounding lack of sleep, anxiety, feeling low and stress.
- alleviate the pressure on the already stretched physical NHS resource by intervening early and empowering people to help themselves.
We applied our Customer Experience (CX) discovery, using a combination of empathy and CX journey mapping and COM-B behavioural analysis, that was then enriched with social listening and keyword research data to uncover real conversations, trends and patterns of behaviour. The research uncovered exactly what people were searching for and which websites they were finding at different stages of their journey which laid the foundation for our paid search activity.
If you haven’t already done so, you can download our whitepaper that lifts the lid on our methodology for this ground-breaking project.
We are exceptionally proud of this work and the involvement we have had in the project. It’s not about reaching hundreds of thousands of people but reaching those who need the service through the micro-targeted messaging. Not only are we changing the lives of users of the service and its resources, but every effective intervention saves the already stretched physical NHS tens-of-thousands of pounds in the process.