Strategic intuition and dynamic teamwork in social media

We fought off fierce competition last week to pick up a DRUM Social Buzz Award at the Marriot Grosvenor Square, London. Our innovative bloggers’ game for client Mercure UK, involved fifteen of the UK’s most influential lifestyle and travel bloggers and engaged seven million people across the world. It was shortlisted for two awards for exceptional social media practice alongside marketing giants, such as M&C Saatchi, Manning Gottlieb and TMW Unlimited.

Graymatter Director of Strategy, Gavin Anderson, said:
“This is a great industry endorsement of the innovation that we have been delivering as an agency in the digital space. The award recognises us pushing the boundaries in social media for major consumer brands like Mercure UK.

Winning this award rounds off an exciting year for Graymatter in terms of consumer clients that has seen us win accounts with Superbrands Hotpoint and Epson.”

Graymatter’s team of digital and social media experts proposed the unique, highly creative and engaging blogging experience to Mercure UK. It went viral and met a multitude of objectives at once, promoting their competition through social media and blogs, raising the profile of Mercure and, ultimately, growing the brand’s UK digital footprint. It also exceeded their target of reaching 500,000 people, fourteen times over.

Gavin said:
“We provide a range of marketing communications services to Mercure UK as their strategic partner, so we could have provided a solution using a mix of traditional and digital media. However, our recommendation for this campaign was to get as much bang for our client’s buck as possible, in this instance, the ‘bang’ being the largest number of people engaging with our bloggers.”

Mercure’s Marketing Director concluded:
“I thought the blogger game idea was really original and innovative; the campaign went beyond the expected event where bloggers experience a hotel room and write about it. Graymatter added exceptional value through its vast social media and digital expertise.”

We were shortlisted for Best blog and Best innovation and won the award for Best Blog.

See the full 6 Friends bloggers’ game case study


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