Aviva approached Trinity Mirror to help amplify their Community Fund 2016 campaign – a competition that funds inspirational and life-changing projects in local communities across the UK. The Community Fund finances hundreds of projects from rugby clubs to conservation trusts and even cat rescue centres, all sharing the aim of improving the communities they are in.
The first Community Fund in 2015 was successful, however was missing a wider, national awareness. Our brief was to champion and support the campaign on a national level with our flagship title, the Daily Mirror, whilst getting our audiences in local communities across the UK to participate (through registering, submitting entries and voting) using our influential regional titles.
With the full support of Lloyd Embley, the Daily Mirror’s Editor in Chief, we created a new, Mirror sponsored category in the Aviva Community Fund – Environment. We introduced the partnership by focusing on this sponsorship from a national level, giving us a valid reason to promote the Community Fund in its entirety at a regional level. We created a bespoke selection of 11 titles from our Big City package, including the Liverpool Echo, Newcastle Chronicle and Manchester Evening News (as well as the Mirror and Record), to encourage more local entries and voting across the UK.
Demonstrating our collaborative relationship with our editorial teams, we launched with a bold masthead takeover across the Big City titles. The masthead signposted a 4 page pullout inside that introduced the Community Fund, the new category (and 5 other categories) and how to enter. At this stage we also ran a high impact homepage takeover across the Big City sites with a creative reveal format that featured previous winners from 2015 in video case studies.
To drive our local audiences to register, submit entries and vote, we ran a series of columns in print as well as a series of digital native articles, all skinned with clickable digital display. We then announced the finalists and of course finished with naming and celebrating the winners – making sure to feature locally relevant winners in our regional titles.
- The Aviva Community Fund 2016 received 4,000 entries, up from 2,500 in 2015
- Over a third (35%) of our national and regional audience agreed that the content made them feel more positively about Aviva:
“A feel-good article. In a world where we too often hear and read negative stories, it is nice to read something positive.”
“It was packed with useful information for communities to apply for funding projects. It had a very positive feel to it. ”
“I didn’t realise Aviva were doing this so if it helps folk and communities then I’m all for it.”
- The native content series online drove some impressive numbers and engagement; 35,857 unique users and 42,196 page views with an average dwell time of 52 seconds – massively beating the industry benchmark of 20 seconds