A Diva project has been shortlisted for a Northern Marketing Award.
Our work with the Rail Delivery Group to promote combined cycle-rail journeys is in the running for the Best Social Media Campaign prize.
The #PlusBikeDayOut campaign saw Diva recruit social media influencers to showcase the benefits of taking the train to new cycling environments through videos and blogs.
Targeted adverts averaged an engagement rate of 10.29% – around 10 times higher than the industry benchmark.
The project is one of eight nominees in the category, and up against campaigns for the likes of BBC One show The Apprentice, Getty Images and Dr Oetker.
Diva is the only Yorkshire-based company to be shortlisted in the Best Social Media Campaign category, with all the other nominated agencies and in-house teams from Manchester, Cheshire or Cumbria.
Mark Vincent, Digital Strategy Manager at Diva Creative, said: “There has been some controversy around influencer marketing recently, with several brands attracting criticism for how they have engineered their campaigns – but #PlusBikeDayOut is a great example of how effective it can be when done authentically.
“By finding influencers who appealed to our target audience and could also create genuine, high-quality content, we were able to develop a campaign that people wanted to engage with online, generating some fantastic results within a low budget.”
The Northern Marketing Awards will be presented in Manchester city centre on Wednesday 14 November.