The UK government has launched a multi-platform digital campaign in partnership with digital publishing company Say Media, showcasing why it’s a good idea to start up a business in Britain.
The ‘Great Business’ campaign centres on four videos that sit under the headings ‘Grow’, ‘Export’, ‘Lead’ and ‘Nurture’. The objective of the campaign is to increase confidence among SME’s in Britain, through a series of engaging case studies that would get people talking.
In a ‘native’ advertising first for the UK government, brokered by M4C, the campaign targets small business owners and entrepreneurs, through a two-part branded content series on Say Media’s popular and credible tech site ReadWrite. The first of which – Going Global – sees editor Owen Thomas talk through how UK business grade-tool company, Huddle, transcended into the global market and the key elements they had to work through.
The second piece of content – Three picks for the Best Business File-Sharing Services – showcases the three best business tools for file sharing and working towards a paperless office, presented by Business is Great, but with the authenticity and Point-of-View of ReadWrite’s editor.
The campaign also takes the Great Business brand message out to a relevant audience via Say Media’s multiple ad platforms, including new high-impact native ad format, Adaptive.
The three-month campaign, running until the end of March, will drive visitors to the dedicated website www.greatbusiness.gov.uk across desktop, PC and mobile, where small business owners can find out more.
Campaign success will be measured via CPE (cost per engagement) with the government using this as its main KPI, with CPL or CTR metrics secondary.
Skills and Enterprise Minister Matthew Hancock, says: “The Business is GREAT campaign will support those small businesses with ambitions to grow, hire, export and lead. The Government has a large array of help and expertise on offer to help them reach this goal, so it’s important we use innovative ways to reach go getting firms to ensure they have the right information about the support available. Small businesses are the building blocks of prosperity, and the Business is GREAT campaign will provide them with the tools they need to get on and succeed.”
Paps Shaikh, European GM, Say Media, says: “This was an exciting opportunity where we got to see the Government forging ahead with new digital techniques. Using Say Media’s unique product suite and content offering gave the Government an ideal opportunity to spark conversation with ReadWrite’s loyal audience and we are delighted to have played such a significant part in its first foray into native advertising.”
View the creative here
http://www.saymedia.com/