HM Government

Increasing awareness of Brexit rules with interactive content

How We Did It

Educational content

Created awareness and understanding among UK importers

Interactive video

Drove key audience to HM Gov website to take action

Targeted ads

Amplified the campaign and drove users to learn more

Working with the Yahoo team, we were able to create unique content to reach our audience. Through the use of interactive video and bespoke editorial content, amplified by targeted native ads we were able to reach importers who needed to take action on the rule changes.

Mary Hennessy, Head of Stratcomms and Campaign Delivery, National Resilience Communications, Prime Minister’s Office and Cabinet Office

Background

Unpacking Brexit import rules

Following the UK’s exit from the European Union, The Cabinet Office Communications team wanted to inform business owners about changes to import rules and encourage small and medium-sized enterprises (SMEs) to take immediate action to minimize disruption to the wider economy.

Solutions

Interactive, innovative

We created an interactive video called ‘Business Moves’, headed by journalist Georgie Frost. In the video Georgie presented the changes that small businesses, haulage firms and drivers needed to make, and directed them to gov.uk for further resources..We embedded the video into a Yahoo Finance editorial destination, supported with 30 and 15 second trailers distributed across the Yahoo network to drive viewers. The activity included a dedicated brand channel under the Yahoo Finance vertical, ‘Post-Brexit Trade’, along with 20 bespoke articles and case studies.

Results

Making moves

The campaign drove awareness, understanding and most importantly, action. Those exposed were +13%pts more likely to feel ‘informed’ and ‘prepared’ about the new regulations and 92% said they took action (i.e. visited gov.uk, attended a webinar, started or continued planning, etc). The content reached over 320,000 people – approximately 10% of the target audience. Creatively, the ads were well received with 94% of the audience stating that the content was ‘relevant’ and 79% agreeing it was ‘different from other initiatives’.

Yahoo/Dynata Brand Study, Q1 2022.

The innovative use of interactive video proved engaging for these hard-to-reach decision makers and we were delighted with the uplifts in awareness and understanding amongst those exposed to the campaign. The collaboration ensured we have lots of learnings to carry over to other government campaigns.

Mary Hennessy, Head of Stratcomms and Campaign Delivery, National Resilience Communications, Prime Minister’s Office and Cabinet Office