-Campaign Communication Strategy and Tactics-

-CIPR EXCELLENCE AWARDS 2014-

Zerina Zupljanin

What are CIPR Excellence Awards?• The Excellence Awards are the public relations

profession's leading awards.

• They recognize and celebrate the outstanding work of individuals, teams and consultancies across the UK and overseas.

• Winning is proof to your board, clients and colleagues that you're at the top of your game – a shining example to the PR profession.

Best Use of Social Media

• This award recognizes the best public relationscampaign that fulfils its initial objectives.

• It includes the most imaginative use of socialmedia platforms, including Twitter, Facebook,Pinterest, LinkedIn, Google Plus etc.

• It can be a stand-alone social media campaign,or one that is part of a larger public relationsinitiative that is not specifically social media-focused.

W i n n e r

• Battersea Dogs & Cats Home

Cat Takeover

About Us (http://www.battersea.org.uk)

•One of just a few animal rescuecentres that run a non-selectiveintake policy. This means we acceptany breed of animal, at any age,including dogs or cats with seriousmedical and behavioral problems.

•Our expert team of dog trainers andveterinary staff give the animals inour care the best possible chance ofa fresh start in a happy new home inthe UK, or even further afield.

• Battersea Dogs & Cats Home 'Cat Takeover' campaign was a clear winner in this category.

• It is important to highlight the fact that despite the Internet's fondness for feline, anthropomorphic campaigns, the judges' decision was made on the basis that the entry demonstrated best practice in all areas, not just social media.

• The entry excelled in planning and executing astrategy that has set SMART objectives,aligned them with clearly measurableoutcomes and devised a highly creativestrategy that was excellently implemented.

• Moreover, the entry stood out as a campaignthat established social media as an integratedplatform that enabled the business totransform the way it operates going forward.

• Traditionally traffic to and engagement withBattersea cat content online has always beenmuch lower than dog content.

• Battersea’s aim was to tap into hugelypopular, but increasingly competitive, cat-related online media targeting audiences whowould actively support the campaign.

S t r a t e g y and t a c t i c s

S t r a t e g y and t a c t i c s• The key campaign artwork

featured two mischievousBattersea moggies defacing theHome’s logo to remove the word‘Dogs’ from the name.

• This simple creative allowed theinsubordinate nature of cats tobe showcased in a witty mannerwhile enabling Battersea’sidentity to feature as a key partof the design.

S t r a t e g y and t a c t i c s• A variety of owned and earned digital

resources were utilized including Battersea’swebsite, Facebook, Twitter, YouTube andPinterest as well as new channels likeBuzzfeed.

• This ran alongsidetraditional printcollateral includingtrain and tubeposters, window inyls,stickers and postcardsdistributedthroughout London,all of which includedthe #CatTakeoverhashtag.