Record of The Moment
Established in 1895, the Daily Record has been Scotland’s leading newsbrand for 120 years. As the market leader, the Daily Record had a huge responsibility to the Scottish public in 2014 in terms of covering one of the most important and momentous years in Scotland’s recent history.
However there was a major challenge for the Daily Record to overcome in 2014. The newspaper industry as a whole has seen sliding circulations and the Daily Record is no exception, with a 10.7% drop in circulation YoY from December 2013 to December 2014.
Therefore the objective was clear: - a Scottish press heritage brand like the Daily Record needed to change the public’s perception and position itself as a digitally focussed media brand.
This would allow it to create a clear point of difference from its competitors in Scotland and pave the way for the Daily Record to consolidate its position as the number 1 media platform for news, sport and entertainment in Scotland by the end of 2014.UK
There was however a massive obstacle in the fact that the public perception of the Daily Record brand at the beginning of 2014 was that primarily of a traditional print-only medium with a secondary online offering. This was highlighted in focus groups and research.
There was though a great opportunity for the Daily Record to steal a march on its competitors, as no other newsbrand in Scotland had truly owned the digital arena yet – so the Daily Record’s mission was to be that brand.
To truly be at home in the digital arena and ensure that the Daily Record brand was seen as a multi-media, multi touchpoint platform, the Record of the Moment campaign had to be built around emotional engagement.
This was led by the Daily Record’s own definition of what “news” is:
“Of course it’s about knowing what’s happening in your neighbourhood, your country and your planet. But it can’t just be an unemotional list of what, where and when. Because things don’t just happen. They happen to people.”
And Record of the Moment was about talking to the Daily Record’s audience in a way only they can through that deep personal and emotional relationship the Scottish people have with their brand and engage with them at the point when those historic moments happened to people no matter how big or small they were. Furthermore, the Record had to provide the platform for people to share those moments with the brand both online and offline.
• Timing - Daily Record focussed on the key period at the end of 2014, after all the international sporting and political events were over to ensure their message had the largest cut-through and wasn’t overshadowed. It also allowed the Daily Record to be the brand to take up the mantle of continuing the feel-good factor that Scotland had experienced during the summer of 2014. In addition, the people of Scotland would be in the mindset to share historic moments in their lives after experiencing so many in the run-up to the Daily Record’s campaign starting.
• Presence – Daily Record had to ensure they were highly visible during all the key events between September 27th – December 1st including Scotland vs. England at Hampden, the Bank of Scotland Great Scottish Run, the Santa Dash and several shopping centres during the Christmas rush as well as creating their own events.
• Providing a platform – We all know people love to share content online. The challenge for the Daily Record was to get those moments to be shared via the Daily Record – either on the website, through social media or on mobile and then being leveraged in the print edition. To do this, the Daily Record led by example, starting with a PR-led brand activation campaign, followed by key experiential elements and a heavyweight media campaign using TV as the main awareness driver and social media as the main response driver – giving people an opportunity to interact directly with the campaign itself on Facebook and Twitter.
To kickstart the campaign, the Daily Record created its own “moment” where the Record could be enjoyed. This involved a girl relaxing in a bath reading the Record. A typical place to enjoy an individual moment – except this girl was in the middle of Buchanan Street in Glasgow! The stunt encouraged Daily Record readers to share a selfie of their own “moments” with the Record, offering a £500 prize to the winner. This competition was promoted across all the Record’s offline and online platforms and entries could be sent to the Record’s Facebook page, Twitter handle and Instagram account – allowing for a truly digital engagement with its audience.
Once the audience had got the idea, the Daily Record then rolled out an experiential campaign at 10 high-profile events along with their marketing team over 8 weeks to ensure the brand had a high profile presence at key moments taking place in Scotland across the campaign. This involved a Daily Record branded photo booth at each event delivering high visibility branding but also a platform for the audience to engage directly with – again ensuring these moments were shared with the Daily Record.
Finally, to keep the message at the front of the audience’s minds and keep a steady stream of response and engagement coming, a high-profile TV campaign was implemented across the piece along with a heavy social media presence.
The TV was launched with a high-impact 40 second execution a week ahead of the PR launch and then supplemented with an additional 20 second execution to create stand out in key programming. Then at the end of the campaign, these spots were run in the live simulcast on the STV player of the Scotland vs. England game as well as on-air, to ensure that the Daily Record brand was prevalent across every touchpoint both at the event and for those watching at home.
On social media, the campaign was split into two key areas: branding and engagement. For the first half of the campaign the “Record of the Moment” brand was heavily used in all promoted posts and tweets. This fed into the engagement posts with specific calls to action for the public to share their moments at events such as Still Game at the Hydro and the “Wear It Pink” Breast Cancer day.
The “Record of the Moment” campaign had a fantastic reaction from the Scottish public and their desire and willingness to share their best moments with the Daily Record helped transform the brand from a traditional newspaper into a truly multimedia newsbrand with the results speaking for themselves:
Site Traffic – Since the Record of the Moment campaign launched in September, site traffic has actually continued to increase month on month rising from 5.8 million unique users and 25.18 million page impressions in September to a projected 8.6 million unique users and 40 million page impressions in January
Social Media Engagements – There was a huge response across social media for the Record of the Moment campaign, with the following recorded across the campaign:
• 44,532 Facebook Likes
• 20,202 Comments
• 7,971 Shares
This engagement was outstanding and is predicted to have delivered an extended earned reach for the campaign of over 3.8 million impressions
Public perception: - Daily Record is now perceived as a multimedia brand with post campaign focus group research showing the following results amongst Occasional/Infrequent Readers:
• Delivers news for people like me (up from 56% to 60%)
• Delivers up to date news (up from 74% to 76%)
• Covers a broad range of topics (up from 69% to 74%)
• Covers the topic that are relevant to people in Scotland (up from 70% to 76%)
• Offers good value for money (up from 63% to 67%)
• Is modern (up from 63% to 68%)
As well as this, the results specific to the website,DailyRecord.co.uk, were also fantastic:
• Has a website I enjoy reading (up from 27% to 33%)
• Delivers up to date news (up from 54% to 58%)
• Covers a broad range of topics (up from 45% to 54%)
• Covers the topic that are relevant to people in Scotland (up from 44% to 53%)
• Is accessible (up from 60% to 75%)
This is especially encouraging as it’s the readers who aren’t loyal to the brand and who have less of an affiliation with the Daily Record (Occasional/Infrequent readers) that have seen the biggest uplifts. This shows that the Record of the Moment campaign has had a widespread positive effect that has gone well beyond its core audience which is a real stand-out achievement.
Market Leaders – Through the Record of the Moment campaign, the Daily Record has consolidated itself as the leading newsbrand in Scotland, with its circulation still 50,000 higher than its closest competitor’s and its readership over a million more, the Daily Record is Scotland’s number one title.
“The Record of the Moment demonstrates that the Daily Record is a modern digital news brand as well as Scotland’s best read newspaper. The landscape has changed dramatically since the Record’s last brand campaign so it was important that the campaign’s creative and media planning reflected this. Working with Carat we used a mix of PR, TV, social media and experiential marketing and launching late autumn allowed us to capitalise on large TV audiences such as the X-Factor and Downton Abbey and big events like Scotland V England football match. Since the campaign launch, the Daily Record has sustained newspaper sales and achieved record figures in digital audience growth, social reach and engagement.”Jackie McGuigan Marketing Director, Daily Record