Our Award Winning Campaign for IYP 2016

Our award winning campaign for International Year of Pulses 2016

Our award winning campaign for International Year of Pulses 2016• 990m social media impressions• 5m active engagements (views, likes, shares)• 3m website visits (70% directly via social)• Google search traffic 47%⬆• Valuable, long-term partnerships• International campaign of the year

The #LovePulses campaign was created to support the UN’s decision to declare 2016 as International Year of Pulses. It was funded by the Global Pulse Confederation, co-ordinated by consultants EmergingAg and planned and implemented by marketing communications agency Dissident.

The campaign’s objective was to promote the culinary, health and sustainability benefits of pulses to legislators, corporations, third-sector organisations, consumers, chefs, nutritionists and health experts around the world. It was part of a wider programme to increase demand for pulses to address global sustainability, health and food poverty issues.

The following presentation is a case study of Dissident’s award-winning marketing communications campaign …

Smart planningWe used a combination of social media analysis and market research to:• Identify those audiences most likely to be responsive to

the campaign themes• Gain insights into their attitudes, interests, needs &

online behaviour• Shape our channel and content strategy and set

investment priorities

Mobilised existing networks of supporters and advocates• We aligned with existing online communities of interest

in areas such as sustainability, food, health & nutrition • And thereby secured the active support of 30 leading

chefs, nutritionists, academics and other experts… as well as millions of engaged consumers

Identified & worked with partners with shared interests• We found areas of mutual interest with campaigning

groups, third-sector organisations & businesses• And embraced the spirit of reciprocity – supporting each

other’s events, campaigns & hashtags

Leveraged topical events and trending hashtags

RIO2016 #Euros#EarthHour

Created shareable content

Thousands of creative pulse

images

Infographics50+ videos in 11 languages

Created social media ‘events’

#PulseFeast achieved reach of 21 million. Trended globally on Twitter

Stimulated conversations, engaged in debates, responded in real time

Ongoing global community

management

‘Dissident has been a valued partner in creating awareness of the health, nutritional and sustainability benefits of pulses and in particular was able to maximise the potential of social media to design a well-targeted, cost-effective campaign. The results achieved for IYP 2016 far exceeded our expectations.’ Andrew Jacobs Pulse Promotion Group

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