Mediahuis X Sky
Connecting readers to ultrafast broadband
Sky wanted to connect with customers on an emotional and a functional level to Ultrafast Broadband. The Mediahuis team pulled together an integrated response to the brief that included Podcast, Native & Social, using cultural imprinting as a key.
What did we do?
Sky had placed significant investment in its broadband infrastructure, helping to keep everyone connected. However, they also wanted to connect their brand to people through engaging stories. To help Sky, we decided to tell stories that everyone could relate to. Covid has given society a shared experience that resonates across culture, class, and generations by bringing people together to share important moments. Fast, reliable broadband helps people connect in a crisis and prepare for an imminent new future. We told stories that explain how Sky is shaping this future through a series of native articles addressing how the pandemic changed the way we live our lives. Sky also sponsored three episodes of our tech podcast “The Big Tech Show” with Adrian Weckler. To amplify the impact, these stories ran alongside a print campaign. To top it off, we provided Sky with a detailed post-campaign analysis. We created a connection between Sky and our readers by telling stories with a cultural impact, making Sky part of the conversation and part of cultural identity.
Results
The campaign far exceeded both KPIs and client expectations. The four native articles outperformed KPI by 26% with 50,500 views. The three podcast episodes had a combined listenership of 52,000. The print campaign was highly effective and outperformed KPI by 16%, reaching 1.14M. The amplification of the campaign on social media outperformed KPIs by 16%, with 344,000 engagements.
