Virgin Money uses Google+ to carry out live final of #BeTheStart initiative

September 2013

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

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