Content Marketing: Reaching a Digital Audience at the City Climate Leadership Awards
The City Climate Leadership Awards were a collaboration between Siemens and C40 Cities highlighting some of the best sustainability initiatives in cities across the globe.
After supporting digital efforts in 2013, I led digital strategy and implementation for Siemens in 2014, aiming to generate wider interest in, and awareness of, the awards scheme and finalists.
Working with C40 I developed a content marketing strategy which paid particular attention to the scheme's finalists - including the sole award category selected by public vote. This strategy was based around highly visual content, including variations optimised for sharing on social media.
Infographic elements (a selection below) were created to promote finalists and winners, published in full on the awards website and promoted by shareable social media snippets.
Digital badges and other awards elements were provided to finalists and winning cities for the first time, further raising awareness of the awards and driving traffic.
Live social media coverage occurred during the awards ceremony itself for the first time, giving the online audience a real time view of the awards.
Digital promotional efforts focused on the awards category selected by a public vote achieved significant success, seeing the total number of votes climb from 700 in 2013 to 40,000 in 2014.