Marketing

#30daysofplay with PlayTalkRead

November 18, 2016 by No Comments | Category Education, Engagement, Smarter Marketing

Since joining the Scottish Government marketing team as the first ever in-house Social Media Manager last year, I have been focusing on using digital communications and social media to engage with our audiences.

Based on robust research and strong planning insight we have developed an integrated approach to community engagement through digital comms.

PlayTalkRead is one of the first Scottish Government campaigns to have adopted an ‘always on’ paid social media strategy in partnership with a stronger PPC strategy. We believe that this drip-feeding of regular, shareable content and constant awareness-raising is better suited to what we know about our audience, rather than a short term burst of higher-profile activity.

By having an increasingly active and personal approach to social media and communicating with parents using language and content that appeals to them, engagement with our social channels has increased hugely. We’ve made the campaign feel more accessible to parents with content that is empathetic and understanding of the struggles of being a parent.

And these strategic changes are working. PlayTalkRead recently won the top award at The Drum Scottish Creative Awards for Best Digital and Social Media Strategy.

However, we still look to create spikes of activity (or “mini-campaigns”) during the year.

This month, PlayTalkRead is calling on parents and carers of pre-school children to ‘play, share and win’ throughout the month of November as part of our #30daysofplay campaign.

We’re asking parents to take a photo of themselves doing one of the activities from our #30daysofplay list with their child, with everyone who shares a picture on our Facebook page or on Twitter using #30daysofplay being in with a chance of winning a family photoshoot worth up to £1,000.

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Jumping in puddles, playing hide and seek or doing the hokey cokey aren’t just fun ways of spending time with your kids – they are also great ways of supporting early learning and development.

And by asking parents to share their photos of doing these kind of activities with their children on social, we are seeking to encourage more peer-to-peer engagement – with parents across Scotland motivating and sharing their own ideas with each other, rather than messaging being top-down from the Scottish Government.

Through our ‘30 Days of Play’ campaign we aim to strengthen the belief that playing, talking and reading with your child is not only fun, but it is fundamentally important. Doing this every day together with children from a young age can make a positive difference to their health and happiness. Everyone can do it, and you don’t need expensive toys or equipment.

As any parent will tell you, life can be hectic with little ones. These ideas are simple and easy to do together and they won’t break the bank! From feeding the birds to helping put the shopping away these fun and simple activity ideas will help your little one learn, develop and get the best start in life.

@claredoogan


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