Shining the spotlight on the UK’s most prestigious industry awards
The SPE Offshore Achievement Awards (OAA) is the largest and longest established industry awards for the UK offshore energy sector.
The prestigious awards were re-launched by our client, the Society of Petroleum Engineers (SPE) Aberdeen Section, in 2012 and to ensure the success of the newly launched awards, SPE Aberdeen approached think to develop and implement an extensive PR strategy.
Realising the potential, think devised a detailed PR plan and identified opportunities for coverage. Timely news releases were planned to highlight key milestones including; the launch of the awards, shortlist announcement and the winners reveal. In between key news announcements, we identified other opportunities such as feature articles, including CSR efforts and industry to education links with targeted media, ensuring the profile of the awards was always high.
It was evident that social media would be key to raising the profile of the awards. Profiles were set up across Twitter, Facebook and LinkedIn and content was produced to keep followers up to date. This increased the awareness of the awards and engagement across the industry.
There’s always a push to encourage award entries and this includes previous winners interviews for use as case studies, on the website or, through pairing with a media partner, promoted through wider media. Taking note from past OAA campaigns, we found that these interviews proved most effective in generating page views, likes, shares and new followers across social media.
Event specific hashtags - #SPEOAA and #OAA2019 - were used to create feeds for the event and promote attendees to interact with the event on social media.
Through our well-established and positive relationships with local and international media, we secured significant coverage each year in the Press & Journal, Evening Express, Energy Voice, Offshore Engineer, Rigzone, World Oil and many more. In 2019, our client saved more than £40,000 through our PR activity.
As well as pre-event social media, the think team was on hand on the night, promoting the event through the existing social channels and live streaming the winners and key announcements. A strategy was created to provide a high-level of coverage and interaction with the event ahead of and on the night.
We have seen the number of award entries increase year on year since the launch in 2012, and reach record numbers in 2017 and 2018
Evaluating the analytics of each social media profile, we could see consistent increases in engagement. On LinkedIn, we saw page link clicks rose from around 20% and to over 220%. Throughout the campaign, more than 300 new followers joined the page and page views increased by nearly 400%.
There was also a significant increase present in the Facebook analytics. The page saw an 23% increase in followers, and engagement (reaction, comments and shares) rose by 103% over the seven month period.
The Offshore Achievement Awards (OAAs) and think have a long-standing and positive relationship. think successfully introduced new and innovative techniques to increase the awareness of the OAAs.