RNIB’s Talking Books engagement campaign: A case study

Paul Mccartney and Karen Pierre

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 1, 24-31

Abstract: A recent report on social media suggests that consumer attitudes toward advertising within social networks are still evolving. It highlights that while roughly one-third of social media users find ads on social networking sites more annoying than other types of internet advertisements, there are opportunities for marketers to engage with consumers via social media. Rewarding users playing games within the social network environment in exchange for interacting with carefully selected brands (a value-exchange proposition) would suggest that any brand engagement could yield positive results. This case study shows how G Force Communications working with RNIB and the SocialVibe platform used video and a series of interactive questions to target women aged 45+. The engagement was served in a rich media unit within the social media games environment to build awareness and encourage click-through to a designated landing page in order to secure donations. Video as a communication medium has proved successful in the recruitment of new donors for RNIB Group in the past and by using existing footage the costs were relatively low. This was also seen as an opportunity to bring the challenges faced by the almost 2 million people in the UK living with sight loss to a wider audience.

Keywords: video; social media; engagement advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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