“Please support our advertising campaign” – a phrase many PR agencies will immediately dread. This was the brief posed by long-term client Visit St. Pete/Clearwater as they embarked on their largest UK advertising campaign to date in January 2016.
Looking to work within the framework of their global campaign, Rooster was able to utilise the yeti costumes being deployed stateside by teams in Chicago and NYC, to highlight the shivering conditions and why #YouNeedSun during winter 2016.
Sourcing actors from Hel’s Angels, the Rooster team utilised the yeti characters in London ahead of the launch of the US burst with a ‘whispering’ campaign throughout the week proceeding the advertising going live. This saw two travelling yetis pretend to be on holiday in London, taking in the sites and interacting with the public, complete with yeti voices and banter regarding yeti currency!
The impact was quickly seen on social media with numerous Instagram and Twitter posts by bystanders in awe of the yetis and wondering exactly who they were and what their purpose was. This continued for five days, moving around the capital with Shoreditch/Spitalfields picked as the ideal locations for social media interaction with the hashtag #LondonYeti ensuring posts could be tracked and collated.
Some savvy media relations work ensured that Telegraph Travel (not only a huge website but also a leader with regards to SEO influence) was in place for the ‘reveal’ of the campaign. The resulting article was shared 55 times with 374,516 impressions on Twitter alone.
As the advertising campaign continued coverage was secured in Gay Star News and leading travel trade title TTG which further helped link the yeti activity with Visit St. Pete/Clearwater’s advertising efforts.
During the campaign the #LondonYeti hashtag garnered 207,553 impressions with the @Lost_Yeti handle achieving 318,913 impressions.