The Royal Academy of Music ran a low-level communications programme with graduates but wanted to further develop their offer and found that many contacts were incomplete or out-of-date.
We were asked to create a campaign that would give a compelling reason for thousands of alumni and other core audiences to provide or update their details in a GDPR-compliant manner.
The Story: The Royal Academy of Music had a low-level communications programme in place with graduates but wanted to further develop their offer for alumni and found that a high proportion of contacts were out-of-date or incomplete.
The Brief: We were asked to create a campaign that would provide a compelling reason for thousands of alumni and other core audiences to engage with the Academy and provide or update their details in a GDPR-compliant manner.
Our Response: We delivered propositions, data analysis and creative for a campaign that enabled the Royal Academy of Music to start a conversation with their alumni, donors and concert ticket buyers and offer them reasons to engage in the future.
Why it Works: Our concept was based around audiences / recipients ‘playing their part’ in the future of the Academy. By providing the opportunity for people to share their memories – either of their time studying or a memorable concert they had attended – we created a ‘hook’ that generated an unprecedented level of response to the campaign.
Results: To date over 800 memories have been shared to date, as part of 1,700 overall responses and the Royal Academy of Music are delighted with the 14% response rate – calling the campaign “wildly successful”.
Target-beating 14% response rate