“Smell gas? Act! Call 0800 111 999. Save the number in your phone today.”
We were delighted to work with Cadent to publicise this life-saving message with clear, concise instructions on what to do if you smell gas. Our team created an animation that has reached over half a million views (and counting!) on YouTube. We aimed to deliver an accessible message while refining the campaign mark.
Watch the animation here:
Objectives
Cadent set out to raise public awareness of gas safety through a focused campaign titled “Smell, Act, Call”. A key campaign requirement was to subtly develop the campaign mark whilst ensuring clarity and accessibility across all content. The “act” stage of the campaign needed to be emphasised as an important part of the process if you can smell gas.
Challenges and Requirements
Development of the Campaign Mark
Cadent required the existing campaign mark to be refined without losing its core identity. We aimed to enhance its visual appearance whilst remaining recognisable.
Clear and Accessible Content
Elements across the campaign needed to be easily understood by a broad audience. With a specific focus on the “act” icon, the campaign’s overall message needed to be easily interpreted.
Structure and Hierarchy
We were tasked with making sure that the number, message, and icons were visually balanced, with the emergency phone number placed last in the hierarchy for optimal comprehension.
Our Approach
Animation Creation
We designed and created a dynamic, engaging animation to capture the essence of the “Smell, Act, Call” message. Using clear, accessible visuals, we ensured the message was direct and memorable. We seamlessly incorporated the campaign mark, with a little enhancement but maintaining the original design.
Accessible Icons
In particular, we focused on developing the ‘act’ icon, to make sure it was communicated in an easy-to-understand way. By using simple, bold shapes and colours, the icons were universally recognisable, which is important for a campaign of this nature.
Visual Hierarchy
We carefully structured the animation, giving importance to the main message before introducing the emergency contact number. This hierarchy was important as we needed to ensure the audience understood the main message before noting the critical information of the phone number.
Social Media Assets
As well as the animation, we developed a comprehensive suite of social media assets. Including banners, carousels and cover photos tailored to specific platforms. We ensured consistent messaging and visual branding across all the content.
Results
The “Smell, Act, Call” Campaign for the Cadent animation gained plenty of traction, with over 500,000 views on YouTube! Our campaign assets successfully met the client’s requirements, ensuring the message was delivered clearly and resonated with the target audience.
To find out more about Cadent and their various resources and information regarding gas safety, visit their website.
Do you have a project where you’d like support from a creative and strategic team? Get in touch to have a chat, we’d love to hear from you!
Here at Blumilk, our central aim is to better connect our clients to their customers and audiences via effective marketing and communication services. We know we’re doing our job right when our clients are expanding their customer base, being chosen for awards, and establishing their authority within their sector or field.
It can be daunting for companies large and small to choose an agency to deliver a project, strategy, or campaign. It takes time from both sides to find the most effective fit and to develop a working relationship so that we can better understand a client’s needs and requirements.
Here at Blumilk, we have 20 years experience providing marketing and communication services for clients across multiple sectors on both a regional (e.g. Northern Power Grid and Alnwick Gardens) and a national level (e.g. various NHS trusts and CCW). Here are some examples of what we have recently produced:
Central to this track record is that we have a very collaborative approach for all our projects and campaigns, preferring to create a collaborative bond with our clients, rather than simply consulting them. We do this by taking the time to get fully understand their business needs, challenges, and opportunities from conception to completion, and have found that this yields the best results.
We would like to take this opportunity to welcome all our new clients (you know who you are!) and to acknowledge and appreciate our existing clients who we have been constantly building a long-lasting relationship with. We are proud of the work we produce and we are more excited than ever to see what the future holds, and to see how we can find gaps to evolve and innovate.
Would your business benefit from creative and digital business solutions to help you better grasp your opportunities? Don’t hesitate to drop us an email or get in touch with us here to find out more about how we will help you excel!
As we step into 2021, here at Blumilk, we thought we’d take a look at some of the digital marketing trends that are inevitably going to make an appearance this year.
The content we use to interact and engage with our audiences is about to go next level where innovation is concerned – or so we predict and our ears are pretty close to the ground!
Whether you’re a business owner or work within a marketing and sales department, it’s critical to your success that you take a long hard look at your strategy for 2021 and start thinking about the upcoming trends we’ve set out below.
Don’t have a strategy or looking where to start? We can help with that here. So, ask away!
Organic search: monitoring core updates and EAT
Throughout 2020, we saw a significant impact on organic visibility thanks to the latest core updates. These new search results should be monitored so you can continue to adhere to the latest search quality guidelines.
Forget keyword stuffing and a gazillion backlinks, Google caught onto that one in 2010 – if you want your website to perform and outrank, you need to get with the core update programme.
Organic search: looking at opportunities from structured data and SERPS features
Structured data has seen an intense revolution, and is a constantly changing facet of SEO. Throughout 2020, we saw structured snippets within SERPS which is the first evidence for a future trend.
If you’re not totally up on what SERPS, Wordstream has a great article here that explains all of the marketing jargon you probably (don’t) need to know.
Paid search: assessing the use of optimised machine learning
Many businesses may look to consider optimised machine learning as an external service, as it is now a significant aspect of paid and organic search, for example in Google Ads.
What is Machine Learning, we hear you cry. Well, expertsystem.com have a great explanation:
“Machine learning is an application of artificial intelligence (AI) that provides systems with the ability to automatically learn and improve from experience without being explicitly programmed. Machine learning focuses on the development of computer programs that can access data and use it to learn for themselves.”
Ad optimisation testing to become more sophisticated as ad platforms develop
Two-thirds of spending on digital ads currently goes on Google and Facebook, a figure which may only increase. This consequently increases the importance of optimising these platforms as part of your marketing strategies.
Blumilk are experts where paid media and ad platforms are concerned so don’t feel you have to figure it out on your own. You can get in touch with us here.
Adoption of changing social networks
A large part of 2020 was affected by the Coronavirus pandemic, which has given rise to newer video platforms such as TikTok and Reels. In terms of social awareness, these platforms will continue to be just as popular if not more so in 2021 so we suggest you determine your best angle and reach for your camera.
Privacy wars: review the implications of increased customer privacy protection on advertising effectiveness
The release of Apple’s IOS14 has attracted some rather dramatic headlines surround the privacy of ad targeting business. Going into 2021, it may be more important than ever to find a reassuring balance for customers between their privacy, and your advertising effectiveness.
If in doubt, post nowt is the way we would say it up North. We can’t stress to you enough the importance of respecting your audience’s data. If you’re unsure, you can read this handy guide on GDPR friendly ways of communicating here.
Ensuring visuals fit zeitgeists
First impressions will never fail to be important, and thanks to innovations in interactive design, you can utilise this to boost conversions. Think outside the box and consider some of the latest design trends for your website, such as colour gradients, minimalist landing pages, various website personalisations, and many more that are likely to continue as we travel through 2021.
Using conversational marketing to increase conversions
Conversational marketing involves various forms of dialogue between your brand and your prospective customers throughout the customer service or sales process. You can use numerous communication channels to achieve this, but some of the most popular include:
Emails
Websites
Online chats
Social media
Video calls
Chatbots
Applying big data analysis and machine learning to improve customer email targeting and website personalisation
As a business, you are no longer limited to newsletter and email campaign broadcasts. Looking into 2021, you can make use of a more sophisticated approach by taking into account lifecycle engagement reporting, and consequently basing targets on this data.
Increase conversion to sales through online and offline channels
Modern technology means that there are numerous opportunities for testing, which you should take advantage of in 2010. Data from 2020 showed only one-fifth of businesses to have a structured programme which is a figure that can be drastically improved.
Improving email personalisation through lifecycle and behavioural segmentation
Using personalised email marketing techniques is showing fantastic potential for delivering effective and relevant communications to customers. Using personal and display ads as well as integrating social and the web will increase prospects and integrate channels. Lifecycle segmentation may include categories such as first-time buyers, defecting customers and inactive customers.
Who knows what other marketing tech trends will come to light throughout 2021? We are eager to find out! In the meantime, feel free to contact us here for further marketing advice.
Thankfully, we’re one of the lucky ones who have managed to go from strength to strength during the pandemic. Still, we could have murdered a steak bake but hey.
21 years ago, Blumilk was just beginning. Our founders, Colin and Adam had a vision that they were going to change the landscape of branding and visionary delights for some of the UK’s most prominent businesses, growing with them and succeeding along the way.
Growing the business
Now, thanks to an unfathomable amount of hard graft and an unwavering appetite for giving clients an incredible feeling of success, 21 short years later we are one of the most trusted Creative Agencies in Newcastle.
We often ask ourselves why and we always come back to the same answer: we really do care about each and every one of our clients.
Our entire culture and ethos are built on understanding the smaller start-ups looking for an agency to help them build awareness of their brainchild to the huge powerhouses of the utility sector who require experts to assist them to navigate the marketing helm.
Studio Director, Wendy Robson, says: “Although, I haven’t been with Blumilk since the very beginning, during my 13 years here I have had the pleasure of meeting and working with some of the country’s leading creatives and business people as well as the variety of clients that have trusted us to enable their continued growth. Long may it continue!”
Client Director, Lauren Hindhaugh, mirrors Wendy when she says: “We take the time to understand our clients and thanks to not only our incredible creative force, we have the business acumen to back up key business decisions that have assisted our clients in increasing productivity, performance, and profit.”
Blumilk thrives under the pressure of creating bespoke business solutions that enable business owners, marketing managers, stakeholders, and start-ups to up their game.
And, it isn’t all about having a cutting-edge website, it’s about the whole picture. It’s about understanding your business, your people, and your clients and putting together a plan of attack that will address the gaps, improve your market share and increase your profits – that’s what it’s all about anyway, isn’t it?
And what about the C-word? As a nation, it’s one of the most difficult climates we have ever had to negotiate so, if there’s anything we can do to help, please get in touch with colin@blumilk.com.
But, in the meantime, stand by for our quarter centenary birthday, we’re going to make sure it’s a BANGER!
