Shell LiveWire Case Study
Challenge:
LiveWIRE is a scheme funded by Shell UK to help 16-25 year olds consider the option of self-employment and provide support in setting up their own businesses. Started in the North-East of England, LiveWIRE has grown over nearly 20 years to embrace young entrepreneurs in every part of the UK; the scheme has also now been replicated in many other countries around the world, proving to be Shell UK’s highest profile and longest standing community relations programme.
K+R was appointed by LiveWIRE with a brief to raise awareness of the scheme amongst its target audience, to help generate enquiries from young people who might benefit from accessing LiveWIRE’s services and to generate publicity for the scheme’s annual competition to find the UK’s top young LiveWIRE entrepreneur. At the same time, it was important for Shell UK to receive recognition for its role in supporting youth enterprise.
Strategy:
K+R’s strategy centred on rolling out a comprehensive and aggressive media relations campaign at national, regional and local level using past LiveWIRE champions as role models and case studies, and creating opportunities for the scheme’s spokespeople to position LiveWIRE as part of a wider debate about young people and self-employment. The agency created a ‘multiplier’ effect by training LiveWIRE co-ordinators around the region in PR, marketing and media techniques to get across key messages and milestones.
Tactics:
To support the regional and national competitions, an extensive press release campaign was undertaken, pre and post event. At regional finals, for example, we provided on site Press Office facilities to generate down the line radio interviews with regional dailies, evening papers and local radio stations. Features, case studies, photo opportunities and positioning pieces were also extensively used in the campaign.
Results:
The agency constantly achieved high quality press coverage across national and regional print and broadcast media. In two years alone, some 32,000 column inches were generated, comprising 2,108 news stories and 90 features, with 65% of coverage including Shell branding. In addition, 1,702 minutes of radio and 210 minutes of TV airtime were logged. Most importantly, the young entrepreneurs in the scheme all reported that PR was a major benefit to them and their business.
