Cheryl BellGillian Howell

Scottish Government

@ScoGovMarketing

Top Ten Evaluation nuggets

10,000 runners ran 10k in NYC Central park for 10 years…

…That’s 100,000 branded t-shirts distributed…

…That’s 100,000 walking adverts for Scotland and the www.scotland.org url

(+ media coverage, social media, newsletter reach, crowds…)

Ready for Winter?

10,150 partners supported the campaign, giving a return on investment for partnership and field marketing activity of £4.24 for every £1 spent…

That’s a lot of snow-shovels sold!

Fire Safety – campaign generated 3857 requests for Home Fire Safety Visits from the Fire & Rescue Services

Poo Song

‘Test your poo’ received 60,000 You tube hits…

…It cost next to nothing to make and wasn’t advertised anywhere...

Breast Cancer

GP presentation - 50% uplift in the number of women who visited their GP with signs they thought could be breast cancer in the three months following the campaign, compared to the same period the previous year (approx. 7,100 women).

Home Energy Scotland

Direct response campaign - more than 1300 calls were received on the first day – half of the average weekly total of calls in a single day.

We saw an 84% increase in average weekly call volumes over the campaign period.

89 pieces of online / blogger coverage, accounting for 84% of all media coverage from Scotland Week in the USA.

Food Waste

Ikea Edinburgh increased their average daily sales of storage containers by 390% thanks to food waste messaging strategically placed in-store during the campaign (Nov 2012).

Alcohol Behaviour change

Over 500,000 women downloaded the Drinking Mirror app… …how many times it was used / laughed at with friends? But the point is made…

ROAD SAFETY

Pre and post quantitative evaluation

87% motivated by the campaign 91% campaign awareness

ROSMI

46 accidents could have been prevented as a result of the campaign

Equates to a saving of £6.65m to Scottish economy

£15 saved for every £1 spent on campaign