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AMBITIOUS DIGITAL CONTENT CAMPAIGN BRINGING THE D-DAY STORY TO LIFE

NORMANDY MEMORIAL TRUST

BRIEF

The British Normandy Memorial will feature 22,442 names and each one has an incredibly emotive and personal story.

At the end of March – 75 days from 6th June – we launched a digital content campaign featuring 75 stories (one released per day) discovered by the Trust’s researchers.

Snappin’ Turtle sourced family members to record voice over scripts by smartphone, images from family archives, and never-before-seen diary entries. The stories were quickly picked up by the Trust’s social media community who amplified these posts to a much wider audience.

For example, this two-minute video featuring D-Day veteran Harry Billinge reached 2.7m on Facebook organically and with no added media spend. On Twitter, Harry’s film received almost 250,000 organic views.

Realising the traction Harry was gaining, we sold the story into media and it was soon picked up by media outlets and The Prince of Wales even requested meeting Harry – another media opportunity we sold into our media partner, The Daily Mail.

The success of these simple yet powerful stories was repeated day after day.

SUCCESS

PR Week Global Awards ‘Highly Commended’ in the Non Profit category

Judge’s quote: ‘I was really impressed to see those stories coming to life. An amazing effort was done by the team raising awareness about this important historic moment in the world’s history. What I liked the most is the user friendly of the campaign. My kids enjoyed reading some of the stories. So it was a good meaningful way to reach out to the new generation; educating them about history.’

3rd March 2019 – 583 Facebook followers. 31st Dec 2019 16,589 Facebook followers.

3rd March 2019 – 1287 Twitter Followers. 31st Dec 2019 3287 Twitter followers.

3rd March 2019 – The Trust’s MailChimp audience was 676. By 31st Dec 2019, this had increased to 4232 subscribers.

DELIVERABLES

75 individual content pieces, including blog, archive footage and social media films.