Thank you for all your help on a great BBB 1st Anniversary and teaser campaign – we’ve had some great analytics and trade coverage.
Kelly Ostler-Coyle,
Head of Communications,
Flood RE
Background
The first phase of Flood Re’s ‘Be Flood Ready’ campaign launched in Spring 2023 with the ‘Protect the Heart of Your Home’ hero animation, promoting the benefits of flood prevention measures. This animation emphasised the emotional toll of losing cherished items to floods. We also created social assets and templates, supported by a paid media strategy to amplify the campaign across digital channels. The second phase, launched in Summer 2023 in partnership with the Environment Agency, continued to build on this foundation.
Strategy
Flood Re’s campaign was executed in two phases over five months. The first phase featured a hero animation for the teaser campaign, influenced by a commissioned survey of 2,000 UK adults which identified the most valued household items. This led to the theme ‘Protecting the Heart of Your Home,’ highlighting cherished items often lost in floods.
The animation focused on a chair passed down through generations and the devastating effect of realising it had been damaged during a flood event. Creating a relatable scenario for homeowners, a warm and nostalgic creative treatment brought the animation to life in an accessible heartwarming way.
The first phase of the campaign aimed to build empathy and awareness of flood damage, encouraging audiences to consider flood readiness and the importance of Be Flood Ready measures at home.
The campaign expanded its reach through earned and paid media strategies. By adapting animation assets for different social media platforms, we used paid social to target flood-prone areas across the UK, maximising engagement and impact.
The
results.
- Video views: 337,523.
- The campaign was picked up in six trades with a reach of 79,000 people.
- The hub page saw an increase by 40% following the launch.
- Through press, web visits and social media activity, a total of 1,498,531 people were reached.
- Through the paid media activity alone, there was a reach of 1,404,388 people.
- Engagement rate on Facebook was 35.56% and 0.65% on Twitter/X.
337,523
Video views.
40%
Increase in followers.
