Samsung has revealed its #StandTall campaign for The Prince’s Trust Celebrate Success Awards generated nearly 45,000 interactions as it took to its iconic Piccadilly digital screen to celebrate the achievements of nominees and finalists.
The brand - headline sponsor of the awards - has a longstanding relationship with The Prince’s Trust which has seen it offer young people access to technology and skills development as part of the Digital Classroom programme.
For this latest wave of activity Samsung devised a campaign to drive awareness of the stories behind the young people honoured by The Prince’s Trust.
The thinking behind #StandTall was to empower the young people involved and encourage them to take pride in their achievements whilst inspiring others to stand tall in solidarity with them by sharing their stories.
Samsung used its multiple digital and media platforms to drive awareness of the nominees’ achievements with content running across its social media channels. It also created a dedicated page on its website featuring video content telling the stories of the finalists.
In the lead up to the awards (hosted on 12 March), Samsung harnessed the power of its digital screens in London’s Piccadilly Circus to share images and stories of the Samsung Young Achiever of the Year finalists.
On the night of the ceremony, hosts Ant and Dec took the ultimate #StandTall selfie on the Galaxy S6 edge in a bid to rival the famous Oscars shot.
— Samsung UK (@SamsungUK) March 12, 2015
Award finalists as well as celebrities such as Gok Wan, Thierry Henry, Darcey Bussell and Ella Henderson all jumped in on the picture, which was then shared across Samsung’s social channels. This proved to be one of the most engaging pieces of content from the campaign, with a 10 per cent engagement rate.
Meanwhile, backstage at the awards, Samsung set up a Twitter Mirror – last used at the Oscars – to capture shots of celebrities showing their support for the #StandTall campaigns with individual #StandTall selfies then shared through Samsung’s social channels. However, a candid selfie from Kevin Spacey proved the most popular achieving over 1,000 retweets and 3,000 favourites.
At The Prince's Trust Celebrate Success Awards. "He's behind you"! #CelebrateSuccess@PrincesTrustpic.twitter.com/buT2R1gXY9 — Kevin Spacey (@KevinSpacey) March 12, 2015
Overall Samsung’s campaign generated over 681,217 impressions for the charity with a seven per cent engagement rate, beating the benchmark of 1.5 per cent.
Samsung had eyed a cost per engagement goal of 50p but by the end of the campaign this averaged at 7p per engagement.
Russell Taylor, chief marketing officer, Samsung Electronics UK and Ireland told The Drum: “Our partnership with The Prince’s Trust and the work we do with young people through our Digital Classroom initiative is really important to us.
“We are extremely pleased therefore with the level of social engagement for the #StandTall campaign which really resonated with the public. Having the likes of Thierry Henry and Kevin Spacey connecting with the campaign through our Twitter Mirror at the Awards also helped deliver fantastic social results.”