Virgin Money launched a compelling call out video promoting two innovative Google+ HOA (Hangouts On Air) events. During this process, 5 finalists pitched their sustainable business ideas to a distinguished list of jury panelists.
Approach
Used Google+ and social platforms
Set up bespoke Twitter and facebook campaign to promote the HOA
Added feature on Virgin's blog page where the HOA was also embedded
Goals
Increase brand awareness for Virgin Money's sustainability initiatives
Showcase innovation in technology
Results
#BeTheStart trended on Twitter and Google+
Richard Branson joined in by adding posts and tweets
Video created with highlights
One of the finalists, Misfits, produced a blog detailing lessons learned
The campaign featured two video HOA - The Pitch and The Results, where the 5 finalists pitched their sustainable business ideas. The distinguished jury panel who selected the winner included IBM, Virgin, StartUK, Business in the Community, Marks&Spencer and B&Q.
All five finalists (Misfits, Give Me Tap, The Donation, The Edible Bus Stop, Project Beeswax) as well as the sponsor Start UK, a non-profit organisation committed to transforming businesses and communities, created a G+ page for their business. They then linked it to their site, added the G+ badge, claimed their custom URL and promoted the initiative across all owned and 3rd party channels. The lucky winner Edwin Broni-Mensah, received 10K to help start up his sustainable business Give Me Tap and he also enjoyed a feature in The Metro newspaper.
Visit Virgin Money's Google+ page
Watch the #BeTheStart Highlights
See Misfits Lessons Learnt blog entry
