TRIBERA NOMINATED FOR TWO UK CONTENT & PR AWARDS
Tribera secures its place on UK Content & PR Awards shortlist – twice
Here at Tribera, we’ve been nominated for not one, but two awards at this year’s Content & PR UK Awards - both on behalf of our work with money-saving client, VoucherCodes.co.uk!
Shortlisted for Best Use of Research and Real Time Response Campaign of the Year, our campaign began when the VoucherCodes team shared its aspirations to make meaningful and long-lasting connections with its customers…
A brand you can dis(count) on
Working with thousands of retailers and restaurants online and in-store, VoucherCodes’ London-based team works hard every day to secure the very best exclusive savings for its site, app, and browser extension. But, in a crowded market, the brand struggled to stand out to consumers, and was keen to better connect with their audience.
So, our mission was clear: devise and execute a creative content campaign that would help customer interactions with VoucherCodes become less transactional, and more emotional.
The research stage
We needed to identify key emotional shopping moments UK consumers dealt with. So, we started with deep audience research, pinpointing the motivations behind different generational shopping habits.
We found that Gen Z actively seek discounts, Millennials love to share their bargain finds, and Gen X value trust and loyalty. By identifying the sweet spot between consumer needs and media appetite, we knew we needed to create insightful content that resonated when affordability was front of mind.
Leveraging independent data, we also highlighted seasonal spending spikes – from the extra £713 spent at Christmas, to the surge in Google searches for cheap Valentine’s Day gifts.
So, based on our research, we decided to focus our efforts on these four calendar events: Christmas, Valentine’s Day, February half term, and Easter – key seasonal moments where consumers tend to spend emotionally, and value affordability the most.
The deliverables (and results)
To empower the nation to make incredible seasonal savings, we curated a content series, revealing:
- When Yellow Sticker discounts went live in every supermarket across the UK to save on Christmas entertaining
- When the best Valentine’s Day meal deals went on sale so Brits could romantically dine in for less
- Where kids could eat for free during half term
- And the secrets to finding the best deals on Easter eggs (when Chocolate price inflation was burning a hole in the nation’s pockets!)
And, as a result, we delivered 1,250 brand mentions and pieces of coverage in top tier target titles such as The Sun, Joe.co.uk, Daily Mirror and Daily Star – as well as over a thousand (!) backlinks directing consumers back to site to explore further discounts.
Speaking on the award nominations, Sheridan Okey, our Head of Digital PR, comments:
“We’re over the moon to have been shortlisted for our ongoing work with VoucherCodes. Creating content that’s on the pulse of culture, and that resonates with what the audience cares about, is what we do best – and it’s brilliant to see this recognised by industry awards.
“Both entries are testament to the hard work of our talented Tribe, and show the impact of creating timely content, backed by research and insight. We’re incredibly proud of the campaign, and the results we’ve achieved.”
Georgie Smith, our Senior Content Executive & Copywriter, adds:
“Seeing our name on the shortlist twice has been really exciting for the Tribera PR team. It’s fantastic to see our work recognised for using a unique blend of strategy, creativity, and data-driven insight to deliver outstanding PR results.
“Truly understanding what motivates shoppers has underpinned our strategy for VoucherCodes, ensuring every output is moulded specifically to meet the target demographic in a meaningful way - and making the shortlist reinforces the impact of that work.”
Curious to discover more about the
PR Team? Or, find out more about the
Tribe’s work.
