Four Nominations In PRmoment Awards

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We’re thrilled to have made the shortlist of this year’s PRmoment Awards with nominations in four categories.

The awards recognise outstanding campaigns and exceptional talent and this year attracted over 650 entries.

Rule 5 is shortlisted for Social Media Agency of the Year and Consumer PR Agency of the Year. The agency is also nominated for Best Use of Video for its work on the UCI Track Cycling World Cup London and Social Media Campaign of the Year for its work with Royal Albert, a category Rule 5 won at last year’s Big Chip Awards.

The PRmoment Awards will be announced on March 11 at the Hilton Manchester Deansgate.

Snap snap. Snapchat gets newsy with Discover

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Have you updated Snapchat? For the snap happy ones of us in the office that did, we were confronted with the most interesting feature yet – Discover.

For the uninitiated, Snapchat is an iOS and Android app that lets users take photos or record videos and add text and drawings, before sending them to a list of recipients. These Snaps can be viewed for between one and 10 seconds, then they’re hidden from the receiver’s device and deleted from Snapchat’s servers.

Developed by Stanford University’s Bobby Murphy, Reggie Brown and Evan Spiegel, Snapchat has come a very long way since its release in September 2011:

  • Snapchat is reportedly now worth $10 billion
  • 100 million people actively use the app each month
  • 400 million Snaps are sent every day
  • 1 billion Snapchat Stories are viewed every day
  • Snapchat is the third most popular social app among millennials
  • Facebook offered $3 billion to buy Snapchat in 2013. In cash

Not so bad for an app that was initially dismissed as a novelty act.

In Discover, media companies can publish content to the app for users to view. At launch, these included MTV, Cosmopolitan, Yahoo! News, National Geographic and The Daily Mail just to name a few.

According to Snapchat’s latest blog post, Discover is different because it’s been built for creatives, but keeps Stories – apologies if we don’t watch the entire narrative of your night out, we’ve got better things to do at 3am – at its core.

There’s a beginning, middle and end so editors can put everything in order and every edition is refreshed after 24 hours. Simply tap to open, swipe left to browse, or swipe up on a Snap for more.

With promises of fresh and unique content from each channel every day, Discover has certainly grabbed our attention.

Five Nominations For Rule 5 In The Northern Digital Awards

Picture4Rule 5 has been shortlisted five times in the Northern Digital Awards.

The awards recognise the very best in digital marketing campaigns and talent in the North and will be staged at the Royal Armouries in Leeds in January 2015.

Rule 5 has received nominations in each of the five categories entered, including the Best Digital Marketing Campaign – Entertainment/Sports, Best Use of Social Media, Best Use of Video and Small Digital Agency of the Year.

Recognised campaigns include the agency’s work for the UCI Track Cycling World Cup, for which Rule 5 receives three nominations, and the launch of Royal Albert’s Miranda Kerr range.

Both campaigns are nominated for Best Use of Social Media, a category the agency won at this year’s Big Chip Awards.

Rule 5 To Represent UCI Track Cycling World Cup

trackworldcupThe agency has won a competitive pitch to promote this year’s UCI Track Cycling World Cup.

The world-class event, which takes place at Lee Valley VeloPark (the host venue of the London 2012 Olympic and Paralympic Games) this December 5 – 7, will see Olympic & World Champion riders from across the globe descend on London to compete for international ranking points that will determine their qualification for the 2015 World Championships and 2016 Olympic Games.

The agency is appointed to manage all event media relations, PR and social media, with a focus on driving tickets sales and audience engagement.  The team is also responsible for further raising the profile of Lee Valley VeloPark.

Speaking on the appointment Phil Heselwood, British Cycling Major Events and Projects Manager, said: “This was a highly competitive pitch.  Rule 5’s knowledge of cycling and expertise in sports event marketing combined with their creative approach and ability to demonstrate a strong return on investment set them apart from the rest.  We’re looking forward to working with the team to deliver this year’s UCI Track Cycling World Cup.”

Work is already underway, run out of the agency’s Shoreditch and MediaCityUK based offices.

Rule 5 Shortlisted in Northern Marketing Awards

Picture1 NMA 2We are thrilled to have made the shortlist of the Northern Marketing Awards.

The awards champion the work of some of the UK’s biggest brands and this year attracted over 200 entries.

Rule 5 has been shortlisted twice in the Sport Campaign of the Year and Social Media Campaign of the Year categories.

The nomination for Sport Campaign of the Year features the agency’s work on the inaugural World Taekwondo Grand Prix, pitted against Manchester City FC and Salford Red Devils.  Rule 5 is also nominated for Social Media Campaign of the Year, a category that it won at this year’s Big Chip Awards and the Chartered Institute of Public Relations (CIPR) PRide Awards last November.

The agency is already shortlisted for Best Social Media Campaign and Outstanding Consultancy in this year’s PRide Awards.

The Northern Marketing Awards will be announced on October 16.

Rule 5 Crafts Blu Tack Digital Comms


We’re delighted to have won a brief from Bostik, the leading global adhesive specialist, to develop a social media presence for the Blu Tack brand.

Work is already underway with a Facebook page focussing on arts and craft applications in development. Bostik Communications Manager, Matt Hicks, said: “Social is a great fit for the Blu Tack brand. Driving engagement through Facebook will help to increase awareness and advocacy for our products in the stationery and craft categories.

“Rule 5 has an excellent understanding of digital and how it relates to our target audience, so we’re delighted to have the team on board.”

With a wealth of experience in building and engaging online communities in this sector under our belt, we’re thrilled to have the opportunity to work with Bostik to launch this social media platform.  It’s a fun and highly engaging campaign and we’re looking forward to inspiring a new generation of families to get creative with Bostik stationery and craft products.

The Blu Tack Facebook page will provide a community focus for young parents and offer a wealth of hints, tips and ideas on how to keep children entertained whilst inspiring their creative development. Running alongside the Facebook activity is a blogger outreach programme, engaging over 20 of the UK’s top parenting bloggers.

Rule 5 Makes National PR Awards Shortlist


We are thrilled to have made the short list of the prestigious Chartered Institute of Public Relations (CIPR) Excellence Awards.

These awards are national and Rule 5 has been short listed three times in the Outstanding Small Consultancy category and twice in the Best Sporting Campaign category. This comes less than 18 months after the company launched. The Outstanding Small Consultancy award recognises the achievements, performance and excellent work of a small agency over a period of up to three years.  Rule 5 is one of only six agencies to make the list.

The competition is no less illustrious in the Best Sporting Campaign, for which the agency is recognised twice for its work for the UCI Track World Cup and World Taekwondo Grand Prix.  Other shortlisted campaigns come from the Football Association and the RBU 6 Nations.

The CIPR’s national awards are hotly contested with 700 entries from the UK and internationally.  The short list was announced on Friday 4 April.

Rule 5 Makes Prolific North Awards Shortlist


Rule 5 has made the shortlist of the 2014 Prolific North Awards. The agency has been nominated in the Best Newcomer and Best Small PR Agency categories.

It is the second year in a row that Rule 5 has been recognised in the Best Newcomer category having scooped the prize title in 2013, just six months after our launch. It’s fair to say we’re thrilled.

The Prolific North Awards profile leading creative and media companies from across the North of England and are judged by prominent figures from the media and creative business community. Featuring on this year’s panel is: Andy Barke, Industry Head, Google UK; Russ Brady, Group Head of Public Relations, The Co-operative; and Richard Frediani, Programme Editor, ITN.

The final award winners will be announced at a dinner on May 1st at Lancashire County Cricket Club, co-presented by broadcaster Jim Hancock and by the BBC’s regional week-end presenter Beccy Meehan.

Social Media Strategy from the Broadcast Sector

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At last week’s BVE Conference, Rule5 attended a seminar hosted by The Connected Set on the Rules of Social Media Engagement for broadcasters and television companies. 

As social media strategists and community managers for a wealth of brands, including sports, interiors and events, it was especially interesting for us at Rule 5 to hear a fresh perspective from broadcasters on bringing to life their brands and shows through social media.

Given TV SMCMs work a large majority of their day job in real-time as shows air live, there was an obvious parallel for Rule 5 and the work we do on live sporting events such as the Track World Cup and Taekwondo Grand Prix.

Much like a sporting event, there’s a period of pre-promotion and structure to follow to ensure the biggest swells of engagement at event. The panellists, who included Ally Branley, Social Media Marketing Manager at Channel 4 and Zodiak Media’s Ben Freeman, raised the importance of structure and story-telling, bringing the narrative of a show to life as early as possible with behind-the-scenes content and teaser footage.

Harnessing the reach and power of talent was another key point. Working in the sporting events arena, Rule 5 know the value of the influence of our ambassadors in communicating messages to our audiences in an effective, genuine and interesting way. Much the same, the discussion led us to recommend coaching and developing plans with talent in mind, involving them in the process and allowing them to tell their side of the story.

What of a feed once a show comes to an end? Ally at Channel 4 believes this should be done on a case-by-case basis. Once time and effort has been invested in bringing about a community of like-minded people, the value of their interest in one subject area shouldn’t be ignored if brands are able to re-use and re-educate audiences about forthcoming projects.

Much like events, a live broadcast isn’t always easy to predict, though the panellists agreed that a template or outline strategy should always be applied throughout (here’s where the trusty Q&A comes in invaluable)! With live programming, much care and attention should be paid to rules and regulations – polls for example require independent auditing to meet industry standards proving the life of a broadcast and events social media community manager isn’t a simple one!

At the end of the session, Amber D’Albert from the Connected Set asked the panellists to share their particular insights and one recommendation for anyone looking to set in place a social media strategy.

Complementing, not distracting from the broadcast is key, pointed out Dominic Brooks of 33Seconds. The user experience for any viewer ‘second-screening’ while watching television should be an enhancement of their usual interaction with their chosen entertainment.

The panel reminded the audience of a pivotal rule, which should be applied to all and any brand communications on social media – be human! Sentiment can’t be measured by a robot, nor does your audience want to hear from one so getting tonality right for the account is crucial, not just for broadcast, but across all sectors.

One thing that struck as particularly pertinent closing comment was the need for a social media management team to come up with the content that the producer or client wishes they had time for. In addition to enhancing the viewing experience of an audience member or event attendee, social media opens the opportunity for marketers to embrace wider creativity, increase engagement and tell sides of a story that an event or air-time would usually edit out.

Rule 5 Awarded Best Social Media Campaign


Rule 5 collected Best Social Media Campaign at the prestigious CIPR PRide North West awards.   The agency’s gold awarded work on the BMX Supercross World Cup was also recognised in the Best Digital Campaign category for which the agency was awarded silver.

The CIPR PRide Awards recognise outstanding public relations in the UK regions and nations and attract entries from the country’s leading communications agencies.

The winning entries were drawn from a shortlist of six agencies, including Weber Shandwick.

The judging panel consisting of prominent figures within the communications industry said: “Rule 5 devised a creative and engaging social media campaign, able to build a substantial social media audience reaching a quarter of a million fans and supporting the sell-out of the event.

“This included a series of Twitterviews with elite and youth team riders, which drove high levels of engagement, extending reach and influence with international riders, media and BMX fans. Good research, careful planning and appropriate evaluation are evident in this campaign.”

The sweet ingredient to viral success…

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Viral content – the holy grail of web curios – is a digital communicator’s dream. So, you can imagine the resounding Rule 5 glee when a puppy cake picture we shared on our client’s Facebook page hit the sharing sweet-spot this week.

With a collective 48,525 shares and a staggering 147,194 likes (and counting) – this innocent sleeping Dalmatian pup added an overwhelming 3,000+ fans to the Renshaw Baking Facebook page over the course of the May bank holiday.

As a part of the wider communications strategy for the brand, one of the key objectives of R5’s social media programme is to encourage the Renshaw social community to share with us their cake decorating projects and photos.

As you’d expect, the user generated content we typically share generates higher levels of engagement than straight, brand-owned content – ‘Dimples’ the Dalmatian however, set a new record for what gets our fans talking.

A quick peep at the brand’s Facebook insights shows that sharing the picture made a significant impact on the page with the total reach rocketing up over 11,000% on the previous week’s communications. Added to that was an increase of almost 60,000% in the number of people talking about the page and a 50% rise in the number of friends of fans the page now has links to.

Timed well to hit the mood of the nation ready to pack their desks up for the long weekend, the domino effect of this shareable pup (lemon flavoured and covered with Renshaw Ready to Roll Icing) also inundated cake-decorator Trish Clarke with orders for bespoke doggie cakes.

Proof is in the pudding (sorry!) that when it comes to the internet – animals and food really are the key ingredients to viral success.

Bringing Down the Boundaries: An Editorial First

ELLE-LOGO-black Rule-5

Speak to anyone in the communications industry and they’ll tell you that the media landscape is changing.

The way in which we consume news has evolved; fact.

One of the most significant recent developments in the consumer magazine sector is the launch of this month’s new-look Elle magazine format.

In a move that sees the barriers between print and digital media banished, a philosophy we at Rule 5 champion; Elle Editor in Chief, Lorraine Candy, has introduced what she says is “the first editorial team trained to personally produce exclusive content for both the website,, and the glossy magazine.“

The aim?  To be a part of readers’ lives on more than just a monthly basis.

In so many cases, the merging of online and offline editorial teams is about one thing – cutting costs.   This, from an observer’s stance, doesn’t appear to be the case at Elle however.  The bridging of the gap between digital and print content isn’t just taking place behind the scenes of the acclaimed title, it’s evident in the copy too.

From the demise of the traditional readers’ letter page to the introduction of a replacement ‘Tweet, email, reply’ feature; editorial headlines encouraging readers to ’see it, love it , shop it and share it’ and a noticeably increased and highlighted number of references to the publication’s digital and social media platforms throughout the magazine,  the new-look format is certainly making all of the right moves to satisfy the demands of the modern day reader.

How many will, of course, down their weekly magazines in favour of an interim online fix remains to be seen, but it’s an interesting move from the style bible in its on-going fight against the weekly competition and in capturing the attention of the on-line media advocate.