72Point is delighted to announce that our Bitz and Bob project has been shortlisted for the Best Use of Digital Marketing Category at the CIM’s Marketing Excellence Awards, which recognises and rewards brilliance in the field of marketing by celebrating the finest minds within the profession.
‘Boat Rocker Rights’ were seeking a ‘wow’ moment to help promote the launch of their pioneering new pre-school show on CBeebies, Bitz and Bob. The series is the first of its kind to promote STEM subjects, especially engineering, to a pre-school audience using a strong female lead.
Our project delivered mass coverage whilst carrying these important key messages, serving as a widespread conversation starter.
To help this campaign travel far and wide, our Broadcast Team created an engaging video to capture organic reactions of children who learn that careers in STEM are for both boys AND girls.
This strategy was conceived after it was found 64% of engineering employers say a shortage of engineers is a threat to their business and women make up just 8% of engineers in the UK, the lowest percentage of female engineering professionals in Europe.
We brought in five people from different walks of life (a female engineer, a male ballet dancer, a female bus driver, a female computer technician and a male nanny) and asked the children to guess which person fits into which profession, highlighting how young children begin to form stereotypes on which genders specifically fit certain job roles.
We also reached out to our extensive network of news sites including The Sun, The Mirror, Metro, Telegraph, Daily Mail, The Independent and regional syndications such as Johnston Press to ensure that coverage of this video was widespread.
Our Digital Outreach team delivered the content to a range of online publications, and our social media division ensured that the content was seeded out to our client’s target audience of parents, especially women. To achieve this we focused primarily on Facebook, which is used by 74% of parents – of which 81% are women, with a view of engaging them to watch the show and be actively involved in supporting children especially girls in Science Technology Engineering and Mathematics (STEM).
Some of the key results of the campaign were as follows:
- 148 pieces of regional coverage
- Coverage views of over 1.43 million
- Video viewed more than 500,825 times on Facebook alone
- 428,299 views on the CBeebies Facebook
This project was one of our Breakthrough packages, which features social media outreach, distribution services and targets the appropriate audience on each network. For more info on our breakthrough packages click here:
The awards ceremony will be taking place on 11 April 2019 – where we will find out whether our STEM campaign will be rewarded with The Best Use of Digital Marketing award. Stay tuned for further updates.