Featured Work
International Women’s Day
Brief
Working Ahead of International Women’s Day, KWT Global joined a multi-agency collective to launch a new series of ads focusing on the subconscious use of gendered language aka ‘double standards’.
KWT Global was tasked with amplifying the campaign in the media. The Double Standards campaign results from a partnership between CPB London, KWT Global, Assembly, Goodstuff, Open Media and Locaria.
Strategy
The campaign was inspired by research which revealed that one in five British men have no problem using sexist language. The survey found that men are likelier to use sexist language to "be funny", and one in five uses it to show camaraderie and bond with others.
To right this wrong, the campaign asks people to sign a 'Pledge For Positivity', which seeks to galvanise us all into thinking about how we use language. By signing the pledge, teachers, organisations, companies, or individuals commit to the following:
Watch out for the sexism that hides in everyday language; learn about it and spread the word.
Open things up for discussion in safe spaces, aiming to carry people with you versus finger-pointing.
Research the sexist words or phrases people around you use most.
Develop ways to call out sexist language, but with sensitivity (after all, it's often used unconsciously).
Spotlight the insidious nature of 'harmless' banter (it's not a get-out-of-jail-free card).
Learn more about the pledge here.
Results
The campaign attracted widespread national media attention generating conversations in a crucial category.
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Janus Henderson: Fund Your Future
Brief
Working with Janus Henderson Investors, KWT Global was commissioned to help find a tone of voice and value proposition for their emerging direct business channel offering.
Strategy
By conducting detailed research to identify the opportunities for brand positioning, sentiment analysis, audience behaviours, priorities and interests, we worked together to identify a positioning opportunity for the brand. Collaborating over the development of a campaign creative, KWT Global presented three potential avenues for the brand, which were all then tested against target audiences and presented back to the brand.
Results
The Fund Your Future campaign leveraged findings that the primary drivers for investment were found in the intention of the audience to find stability in the future. Working with the design studio we developed a creative treatment to visualise the potential futures of investors and created content that was deployed through targeted PPC and delivered directly to prospects. The campaign continues to be a strong performer for Janus Henderson and is still in the market.
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Allergy Awareness Week
Brief
KWT Global supported Allergy UK, a charity that provides support to the estimated 41 million people in the UK living with allergies, to drive awareness of its new creative campaign “It’s Time the UK Took Allergy Seriously” during Allergy Awareness Week.
Strategy
Identifying a need for greater awareness of the seriousness of allergies by conducting attitudinal research, KWT Global worked to secure Natasha Coates, British Disability Gymnast as an ambassador for this campaign and crafted material for a targeted media outreach designed to provoke awareness and debate.
Results
Top-tier coverage across print, broadcast and online reached more than 42m people in National print and online publications.
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Single Homeless Project
Brief
In partnership with our Stagwell sister agency CPB London, on behalf of the Single Homeless Project (SHP), we launched a campaign to draw attention to London’s housing crisis and educate the public on how they could help support those experiencing homelessness.
Strategy
Working with Gail Porter, TV & radio commentator and charity advocate, we launched an installation entitled: ‘Home for Good’ under Camden Lock Bridge, a popular spot for rough sleeping, bedecked with Christmas decorations to draw the attention of passers-by. The goal was simply to raise awareness and funds for this worthy cause.
Results
Media coverage across target regional and national, print, online and broadcast titles with more than 60 articles and digital distribution to more than 440m people.
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DSM: We make it possible
Brief
Working to support DSM, KWT launched a global campaign aimed at transforming the animal nutrition and health industry in order to deliver sustainable solutions that will meet the needs of our rapidly growing population.
Strategy
Delivering a fully integrated communications plan to help position DSM as a leader in the animal nutrition and health space, to drive brand awareness among key target audiences and to convert high-impact coverage,we created a series of engaging social media posts for Facebook, LinkedIn and Twitter bringing to life the overarching challenge that informed the creative platform. Alongside a full media toolkit and sell-in, we helped to achieve multimarket press coverage and industry attention.
Results
Within the first week of launch, we achieved coverage in over 10 countries, securing four exclusive interviews and more than 90 pieces of editorial.
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HANX
Brief
Working with Sexual Wellness brand HANX, we supported the launch of a campaign ahead of Sexual Health Awareness Month, to promote safe sex practices, and raise awareness of the importance of discussing sexual health, across the UK.
Strategy
Working with HANX, we launched an installation themed the ‘sexy summer garden’ at Box Park, Shoreditch. Over 600 condom-loaded flowers were planted throughout the day, where passers-by were invited to ‘pluck’ a flower from the garden. In the run-up to the installation, we distributed press releases and pitched HANX founders, Farrah and Sarah for interviews across national media.
Being a highly visual installation, we worked with PA Media photography to capture high res images of the event for newswire distribution. Post-event, a series of gifting ensured HANX continued to engage with key media, keeping them top of mind for feature opportunities around the topic of sexual wellness.
Results
The campaign generated widespread social coverage and a range of new relationships for HANX with national media. Post-event, we teed up a series of interviews with the HANX founders, Farrah and Sarah, in national publications.
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