The CMA International Content Marketing Awards, which were held last night at prestigious London venue, The Roundhouse, celebrated the best in content marketing, and with 400 nominations from 135 companies and 23 different countries, are the most competitive and diverse content marketing awards in the world.
Mediaplanet UK celebrated a huge win for Best Distribution Strategy for their Women in STEM multi-platform campaign, inspiring the next generation of girls into careers in science, technology, engineering and maths.
The winning campaign
Despite it being shown that girls excel in STEM subjects at school, by A-levels, only 34% are choosing to study these subjects, and by further-education age, that figure drops to 7%. This flawed pipeline – from classroom to boardroom – became the focus of Mediaplanet’s campaign and dictated their distribution strategy.
With multiple clients, ranging from Airbus and SIEMENS to Balfour Beatty and Teeside University, this was no easy task. But with a campaign that included a print publication, dedicated website and e-newsletter, as well as social media activity such as the Twitter Chat #STEMwomenchat, and the highly targeted Thunderclap campaign, it was soon clear that the strategy was going to be a success.
A 20 page Women in STEM focused newspaper was sent out to a highly targeted audience of school children and teachers via direct mail, to students and graduates at careers fairs, and to industry professionals and policy makers at industry events. As well as this, Mediaplanet coordinated a digital content and distribution strategy combining influencer marketing, content recommendation partnerships and a huge social media drive to lead relevant and engaged readers to the Mediaplanet content hub www.womeninstem.co.uk.
Boasting a total reach of over 8 million people, the campaign clearly impressed the judges, who described the winning entry as “a good range of channels that achieved great results for a worthwhile cause.”
Charlotte Platt, the Project Manager behind the campaign was there to collect the award along with her colleagues that helped to make it such a success. “We are absolutely thrilled to be recognised for our efforts to inspire and support women and girls into STEM with help from our amazing partner associations and clients. The campaign was a pleasure to work on and we are honoured to have received such an amazing award – thank you CMA!”
“This award is amazing proof of Mediaplanet UK's concept,” said their Managing Director, Alex Williams, who attended the event with his team. “Our distribution strategies are truly unique and it is really special for us to be recognised by our peers with such a prestigious award. A huge congratulations to our wonderful team behind the campaign and to the CMA for hosting such a brilliant and inspiring event.”
Mediaplanet is an international content marketing group specialising in the creation and distribution of special interest campaigns in the areas of health, business, education, lifestyle and cause. Their business strategy focuses on the key combination of creating unique content, working with inspiring influencers and coordinating targeted distribution in order to reach and engage the most important audience. Mediaplanet UK is a member of the CMA. Find out more at www.mediaplanet.com.