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Case Study: Bord Gáis Energy Partnership

by Maria Flood in Social Media

Social Media

When Bord Gáis Energy was contracted for the designation of ‘Official Energy Partner’ of the GAA they looked to activate their association with real engagement rather than solely badging items. The hurling Championships took priority from May to September each year, meaning that the window in which to focus primarily on the Official Energy Partnership is Q4 and Q1.

Approach:

As Independent.ie was the most dominant place for GAA coverage, with an extensive GAA audience, an established GAA podcast with a strong loyal following along with reputable and established journalists, it was clear that our titles independent.ie, Irish Indpendent and Sunday Indpendent was the perfect fit for Bord Gáis to enhance their awareness of their GAA presence and sponsorship.

Media used:

Section dominance across hurling GAA, podcast/audio, roadshows, native series, print execution, timely reactive digital display, proactive editorial involvement.

Activation:

We activated some of INM’s strongest touchpoints for Bord Gáis that resulted in exceptional results.    Bord Gáis became the exclusive sponsor of The Throw In podcast throughout the championship stages of the GAA calendar. We took the podcast on the road hosting roadshow events in strong GAA communities that gave Bord Gáis the perfect chance to engage with communities.  INM created a conversational and topical content series that raised the discussion of how legends would fair against rising stars in todays era, the results spoke for themselves.  INM also activated timely reactive takeovers on the homepage of Indepenent.ie when key matches were played within the hurling championship. The winner’s creative would be activated directly after the final whistle was blown.  Bord Gáis also had complete ownership and 100% SOV of the hurling section for the championship period of the GAA calendar.  Print executions also ran in a number of the Sunday Independent editions within the GAA section of the paper.

Results:

The campaign far exceeded all KPI’s with 12,255,537 impressions delivered on all display activity, over 850 people in attendance at the events and over 400,000 listens on the podcast.

People:

Well done to the team from Mindshare, Sarah McGinn, Gavin McGuinness and Bord Gáis, Ellen Mackessy  and Sorcha Fennell Sheehan on a great campaign!

Take a closer look at the campaign

 

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