case study

Make Yourself at Home
for Marketing Sheffield

Sheffield’s ‘Make Yourself at Home’ initiative was launched in 2020 and is all about supporting local businesses and communities as life gradually moves forward – whilst remembering the safety and comfort of home.

The strength of the campaign concept was used directly by city businesses and communities to promote the work they are doing by creating an over-arching narrative for the city that works from the top level down to the grassroots. This sense of unity was key to collectively help the economic recovery and engage with the people of Sheffield.

7.8m

Digital out of home impacts

3.3m

Social ads impressions

1.9m

Local radio impressions

local narrative

the perfect tone of voice

The overarching campaign message and copy line ‘Ready when you are!’ spoke to both businesses and the general public. Showing that they could re-engage with everything they love in Sheffield safely, when they were ready.

This messaging played on an authentic and powerful emotion that viewers will have felt after missing so much in the last year. While promoting the idea there was more and more opening up.

a multi-channel campaign

achieving big results

The digital out of home channel saw great success with 1,000% more plays than projected over the planned 6 weeks. Due to the close working relationship with our media partners and utilising unsold space, we were able to extend the campaign to 8 weeks. The reach exceeded 298,077 plays and 7.8m impacts.

social adverts

wide reach

Paid advertising on Facebook and Instagram was a successful channel in engaging the audience, seeing a total of 3,032 links clicked with an impressive 3,299,865 impressions. The ad recall (people who will remember seeing ads on Facebook if asked within 2 days) was also strong with an estimated 96,400. In total, we reached 848,718 people through these social media channels.

849k

reach through social media channels.

DocFest

social promotional video

What does all this mean in terms of success of the campaign. A key deliverable and goal of the original brief was to inspire the public to engage with local businesses, and vice versa, in an effort to build confidence within the Government safety guidelines. A key measure of this success would be increased footfall to the city centre.

109k

impressions and over 1k clicks

7.8m

Digital out of home impacts

3.3m

Social ads impressions

1.9m

Local radio impressions

Working with the team at Vivid was a pleasure – we had to massively shift the brief halfway through because of the pandemic (it was originally an external campaign!), but they still totally embraced what we were trying to do for the city with Make Yourself At Home and produced a really nice simple system that we could share to support the local economy and encourage consumer confidence."

Mark Mobbs