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The Tabor Group are a prestigious wedding venue company offering exclusive use at a choice of 5 premier locations.
Front-End ManagerFollow @CraigClicky
Digital Design ManagerFollow @RhianClicky
Our long-term client The Tabor Group, who is a prestigious wedding venue company offering exclusive use at a choice of 5 premier locations, approached us to create a microsite for their new campaign.
The microsite was designed to celebrate the 2nd anniversary of the legalisation of same sex marriage in England and Wales, with one of the primary objectives being to fund raise for Stonewall, a charity that campaigns for the equality of the LGBT community in Britain.
The secondary aim of the campaign was to raise awareness of the inequality that still exists with sexuality, and how far there is still left to go, whilst increasing The Tabor Group’s brand awareness.
Tabor has been actively involved with the LGBT community, dedicating some pages on their current wedding venue websites for same sex marriage. As a result, the company wanted to show their support and subsequently increase their brand awareness within the community. This campaign allowed Tabor to forge new contacts in the industry and cultivate a good reputation as a wedding venue provider who supports equal rights in the LGBT community.
With the objectives clearly outlined, we set about configuring a strategy to best reach the intended audience using a combination of content, outreach and organic and paid social methods.
The content for the microsite was all written in-house, with our content expert working closely with our developers to ensure the structure flowed well. The content needed to explain the history of LGBT rights, before moving on to a donation button for Stonewall, and finally interviews with influential figures within the community.
We outreached to several large names in the wedding and LGBT industry, including: Northern Pride, Gaystar News, Diva Magazine, Hitched and 13 others, to ask if they’d support Stonewall and celebrate the two year anniversary of legalised same-sex marriage by sharing our campaign with their followers.
The campaign was promoted organically on Tabor’s and the industry contacts’ Facebook, Twitter and Instagram social platforms during the campaign. We also promoted the piece via paid advertising on Facebook and Instagram. These platforms have great targeting options allowing us to promote the campaign to the required demographics through interest, behaviour and age targeting.
The Love Equals Campaign was very creative in terms of design, development and content writing. We were given freedom to create a fantastic microsite that encompassed all of the key information and features The Tabor Group required, including: a timeline of same-sex marriage in the last 2 years since being legalised in England and Wales, a map of current LGBT rights across the world, short interviews with highly influential people and organisations, and of course a donation section for Stonewall with a clear ‘Donate’ button.
The end result was participation from Rebecca Root (TV and film actress), Stonewall’s Matt Horwood, Stephen Bowyer (Pure FM Radio host), Carrie Lyell (Assistant Editor of Diva – the UK’s best selling print and online lesbian magazine) and Mike Buonaiuto from Shape History (also TED Talks) in our campaign through providing short interviews.
We also gained 17 industry contacts that agreed to share our campaign through social media and their own websites to help raise funds for Stonewall, and awareness of LGBT rights. These shares alone had the potential to reach a staggering 1,412,723 million people through Facebook and Twitter alone.
The Love Equals microsite received 1,514 overall visits during the length of the campaign
Stonewall received 231 unique page visits as a result of the campaign, with 37 donations made through these unique visits. This doesn’t take into account returning users who may have returned to the Stonewall website and donated.
The reach and engagement received through social media was also fantastic, as proven with these statistics:
There were many kind comments received from a number of people in the LGBT community praising Tabor’s efforts to raise awareness and funds towards such a great cause. There is still a very long way to go in creating equal rights, but we’re extremely happy to have been a part of raising awareness of this, no matter how small in the grand scheme of things.