Plusnet: Yorkshire Day Emoji

Overview

It’s no secret that the people of Yorkshire are proud of their heritage and culture, and the county is behind some of Britain’s most popular traditions, from properly brewed tea to the flat cap.

To mark Yorkshire Day in 2016, Sheffield-based broadband provider, Plusnet, wanted to offer people the chance to celebrate their favourite Yorkshire icons. We wanted to demonstrate the brand’s down-to-earth, friendly personality by giving the people of Yorkshire a helping hand to celebrate their unmatched culture. After all, Plusnet’s service-focused ethos means it just can’t help but be helpful.

 

How we did it

As a business that prides itself on its Yorkshire roots, Plusnet wanted to mark Yorkshire Day, an annual event held on 1st August, with a social-led campaign that would engage consumers and drive positive awareness of Plusnet.

We designed five new emoji based on Yorkshire’s most famous traditions – a teapot in a tea cosy, a flat cap, a Yorkshire pudding, a Yorkshire Terrier and the White Rose – Yorkshire’s famous symbol.

Couple the modern emoji with the traditions of one of England’s best-loved regions and you have a story that got the nation talking.

In the run up to Yorkshire Day, the designs were housed on Plusnet’s social channels and the public was invited to vote for their favourite design to be submitted to the Unicode Consortium – the global emoji committee.

We also shared the designs with Yorkshire and national media to gain traction for the campaign.

After the week-long campaign, the White Rose emerged as the winning emoji with over 2,000 votes and was submitted to the Unicode Consortium. The symbol is due to make its debut as an emoji this year.

 

The results

An immediate success, the campaign resonated with the public, media and other Yorkshire-based businesses, including Aunt Bessies and Tetley Tea.

The Yorkshire Day campaign has been Plusnet’s most successful PR project to date and was the best performing Plusnet social campaign in 2016.

Results included:

  • Organic Twitter reach of 34,144 and paid-for Facebook reach of 1,041,018
  • Over 6,000 votes on social media and 10,000 post engagements
  • 141 total pieces of print, online and broadcast coverage with 27 national titles
  • Coverage highlights included Sky News, BBC Radio 4 Today Programme, BBC Radio 5 Live, Daily Mirror, The Sun, Metro and Daily Express
  • Total editorial reach of 498,409,737