The Solutions Lab by Nashua, an integrated communications campaign incorporating social media, PR, email marketing and display advertising, recently walked away with gold certification for Online Strategy of the Year (the second year running) at the New Generation Social And Digital Media Awards held in Johannesburg on 28 September. The campaign is the result of a working collaboration between Brand inc, Gullan and Gullan, Tag8 and Nashua.
‘When we were strategising the concept two years ago, we recognised that business professionals were looking for engaging content to help improve the efficiency of their businesses. And who better to deliver solutions-driven content than Nashua?' said Brand inc creative director Nicky Clarivette.
The platform features content from experts based on trends in ICT, tech and business and is inspired by innovations within Nashua’s business.
In partnership with Primedia, a podcast series called Face2Face with Success was created, which is also housed on the blog featuring intriguing bite-sized podcasts from prominent, successful and sometimes controversial South Africans. The podcast series was nominated in the Radio Innovation Category in the 2017 Liberty Radio Awards.
‘The Solutions Lab has evolved to become a really big resource for business professionals. In a world of information overload, Nashua is driving the business solutions conversation by providing relevant, cutting-edge content,’ added Clarivette.
The campaign has effectively engaged the target audience since inception and the website has received over 100,000 visitors to-date. On social media, the Nashua Facebook community has grown by 45%, reaching over one million users with an active engagement rate of more than 6%. On Twitter, Nashua also saw impressive growth of 44% during the campaign, with over 500,000 impressions. While LinkedIn has had over 600,000 impressions and Nashua’s page has grown by 13%. PR value stands at over R12 million with a ROI of 244:1.
This year was the fifth annual New Generation Social and Digital Media Awards and the event attracts and recognises the best talents and minds in South Africa’s digital media landscape, while applauding leading brands for the work they do. Last year, The Solutions lab was also the overall winner in the Online Strategy of the Year, and walked away with another two Golds for Digital Brand of the Year and Blogging Excellence, and a Bronze for Excellence in Content Marketing.
‘I am ecstatic that The Solutions Lab has won gold again,’ said Brand inc MD, Chris Heaton. ‘It is very rewarding to see that all the strategic thinking and hard work is paying off for the client, as well as being recognised in the industry. I am immensely proud of the whole team that has worked on this for the last couple of years and made it a success.’