Excellence in Social Media Strategy

Summary of work

In light of growing concerns around childhood obesity, the Infant & Toddler Forum – an independent group of child health experts - commissioned research showing that 79% of parents routinely offer young children bigger portions than recommended. Say worked with the ITF to develop an interactive, online Portion Size Table with pictures of 100s meals in recommended portion ranges and launch #rethinktoddlerportionsizes to raise awareness of overfeeding among UK parents and shift behaviour. The campaign achieved 169,000 visits to the tool in the first month and generated over 5,000 returning users every month in the following months.

The use of the specific campaign plate images became the hero of the social engagement generating conversations and click-throughs. On Twitter, infographic content which focused on key behavioural data insights resonated with stakeholders and healthcare professionals as it visually crystallised the issue. The tool appeared in 508 pieces of mainstream, blogger and parenting forums coverage and reached 4.2M parents on Facebook, generating 186,315 comments and reactions. The campaign resonated well with parents and generated actionable awareness for the need to think how much and not just what they put on toddlers plates.

Judges' comments

In an incredibly busy space this work generated very high click-through rates by having an especially clear intent, strong creativity and sound social media channel selection. The work’s message was impactful and controversial, and it consequently drove high levels of engagement. The team should be commended for conducting A/B testing and their awareness of, and drive to engage with, the different channels. It all resulted in high traction and deep pull-through, despite having no ‘paid’ element.