Paid Advertising
#TogetherLeeds emerged as a creative and optimistic response during the peak of the pandemic, initiated by Leeds City Council and expanded citywide. This case study explores the success of this campaign, highlighting the significance of a strong brand strategy and effective marketing tactics in creating a lasting impact.
Amidst the pandemic, the citizens and businesses of Leeds faced constantly changing rules and regulations. The need for clear guidance and a unified entity to deliver positive and engaging messages became crucial. Organisations sought effective ways to educate people about the spread of the virus and enforce social distancing measures.
Recognizing the importance of community spirit during the crisis, I collaborated with local partnerships, marketing teams and businesses to develop the #TogetherLeeds brand ethos. The campaign conveyed a simple yet powerful message: by uniting as a city, we could overcome the challenges. Drawing inspiration from the familiar blue and yellow colours known to Leeds residents, the campaign employed doodle-style graphics, enhancing accessibility and adaptability. The heart-shaped logo served as a unifying symbol for the campaign.
The #TogetherLeeds campaign was strategically launched using a gradual and organic approach. Initially, the messaging was introduced through hashtag usage when discussing the pandemic and minimal usage of the logo on marketing materials. The goal was to make the campaign feel inclusive and allow everyone to adopt and personalize the message.
To further enhance the campaign’s impact, a Sky Adsmart (addressable TV) campaign was launched. It featured a bold and emotional animation thanking key workers for their remarkable efforts during that time. Data-driven targeting identified areas with higher COVID-19 infection rates and greater instances of rule-breaking, ensuring the message reached those who needed it most. The television platform was chosen due to increased viewership during lockdowns, providing an effective medium to reach audiences confined to their homes.
This approach was complemented by location-based programmatic mobile display ads. The campaign specifically targeted households in key areas, delivering video messaging and utilising anonymous ID tracking to extend the reach within the same households. This data-driven strategy maximized engagement and reinforced the #TogetherLeeds message.
As the campaign became deeply ingrained within the Leeds community, the #TogetherLeeds branding found its way to the high street. Collaborating with the talented artist Ekaterina (Kat) Sheath, a series of shop window displays were designed to welcome citizens back to the city centre. Kat’s artwork creatively incorporated the #TogetherLeeds logo, further reinforcing the ongoing brand message.
Impressions Reached
Digital & TV Campaign Activation
Strong Community Engagement
Powerful Brand Strategy
