Eden

Brand Awareness & Engagement

Brief

  • To drive brand awareness among ABC1 young couples and families.

Mediator's Creative Idea

  • Mediator created a new annual award for the channel, Eden’s Top Wildlife Attraction and recruited nine of the largest UK wildlife attractions to compete for the title.
  • Each attraction campaigned for votes from their own visitors over the busy summer period by promoting a ‘vote for us’ message across on-site posters and postcards and messages through their databases, websites and social media platforms.
  • An Eden TV kids’ comic was also distributed to drive further brand engagement.
  • Voting took place on the Eden website and offered the chance to win a wildlife experience as an incentive to vote.

Results

  • A reach of 2.7 million with a media value of £240,000.
  • 66% increase in brand awareness for Eden.
  • 108% increase in unique users and a 129% increase in page impressions to the Eden website.
  • 54% increase in Eden e-newsletter registrations.
  • ROI of 5:1.
  • IPM Silver Award 2011.