The European Society of Coloproctology (ESCP) briefed Grayling to support its expansion goal to increase its membership by undertaking a dedicated engagement campaign by engendering emotive connection with ESCP.

We underlined the benefits of ESCP membership and actively engaged with audiences, creating a hard-working, content-driven social media campaign that provided a consistent drumbeat about ESCP’s expertise and ongoing activities, punctuated with key milestones.

Our campaign sought to bring the reality of being part of this active professional network to life by making those involved more ‘human’ and accessible through videos, tweet chats and Q&As.

We worked in partnership with ESCP to create new content for the website that we could then drive traffic to, primarily using social media cannels.

HSBC UK wanted to increase their public support amongst regional communities in Scotland, North of England and Northern Ireland.

Our approach was to demonstrate the contribution that HSBC customers made to Scotland, North of England and Northern Ireland economies by highlighting their growth, success and job creation.

We designed a strategy to put HSBC’s customers at the heart of our communications and reflecting the grassroots business issues. The guiding principle was that our communications should not be explicitly about banking but, rather, about HSBC supporting business growth and regional economies. Put more simply: ‘It’s not banking, it’s business’. This was a new way of communicating for banks at regional level.

As more international legal corporations arrive in Scotland and competition increases, the opportunity to create a unique and independent personality for Morton Fraser has grown.

We achieved this in two ways: the type of content we produced was deliberately personal, immediate and relevant, involving digital and social media as well as broadcast channels.

Our arguments cut through the noise: we avoided sitting on the fence, positioning the firm as the go-to place in Scotland for embedded, realistic advice.

We integrated our campaign with the firm’s wider marketing approach, called Welcome to Clarity. We repurposed our content on social media and used in-house content across online editorial channels, too.

Our work cuts across six key growth areas: the firm, corporate, commercial real estate, private client, public sector and litigation.

We launched the campaign with a special dinner for 15 high profile media and influencers during Scotland Food and Drink fortnight at The Edinburgh Cookery School. The evening featured food and drink from Scottish suppliers such as Scotbeef, which it has worked with for over 60 years, as well as  Dawnfresh and one of their newest suppliers, Old Curiosity Gin. For consumers, we devised the concept of the ‘Centenary Taste Trail’, a series of food festival style events in 5 locations across Scotland which featured some of the same suppliers doing demos and tastings