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Barnardo’s Blogger Engagement Campaign

Background

Barnardo’s is a charity dedicated to working with more than 100,000 of the most disadvantaged children, young people and their families in 383 specialised projects in local communities across the UK.

In 2008 they launched a high profile campaign aimed at changing the perceptions of children in trouble. This culminated with a TV advertisement “Break the Cycle” and an online video “Hunting” aimed to stimulate debate around the demonisation of children in the UK. The activity provoked a large amount of media and public attention, including online.

Requirement

Barnardo’s required an online solution to promote the debate they were generating through off line content such as the campaign film, TV ad and media coverage. While the films were produced by Barnardo’s advertising agency BBH, Chameleon Net took ownership of integrating off line messages into online discussions, working successfully with various teams in Barnardo’s to make sure this happened.

Solution

Chameleon Net spearheaded the delivery of all aspects of the online strategy including:

  • Creating a targeted list of bloggers, social networks and video sites
  • Inviting a selection of bloggers to the Barnardo’s Press Conference
  • Sending bloggers campaign information and ensuring they did not break embargo
  • Initiating Barnardo’s first Twitter Feed http://twitter.com/barnardos
  • Identifying and communicating to Barnardo’s any High Risk online activity
  • Providing real-time advice on how to best respond to negative comment activity (Such as on their YouTube page http://uk.youtube.com/watch?v=4a6EbfgzQfc)
  • Seeding the Hunting video and Break the Cycle video to Video Sharing sites

Results

Feedback was overwhelmingly positive and Chameleon Net surpassed its result targets. The Blogger’s that posted included MP’s and key influencers from the charity sector. Many wrote about the campaign, often from a personal viewpoint, commenting on information Chameleon Net had packaged and sent to them. Some blog posts powered by the campaign include:

http://www.carolinelucasmep.org.uk/2008/11/17/web-exclusive-children-in-trouble-barnardos-campaign-17-november-2008/

http://ukyouthblog.wordpress.com/2008/11/17/does-the-public-perception-of-young-people-matter/

http://mulqueeny.wordpress.com/2008/11/17/on-the-subject-of-children/

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Testimonial

"Chameleon Net added value to our recent campaign – by introducing us to the unchartered territory of ePR. They provided expertise in this area and worked closely with a number of teams within Barnardo’s to ensure the correct messages were delivered to new audiences online. We believe that social media are an integral part of the communications mix and want to continue to explore this new area for Barnardo’s."

Collette Collins, Barnardo’s Head of Brand and New Media