LAUNCHING HIIVE TO INFLUENCERS AND MASS
We launched Hiive – a creative professional network powered by Creative Skillset – using a series of inventive campaigns and seeding techniques to showcase Hiive’s offering. This culminated in the launch event – ‘Hiive Live’ for which we created a physical manifestation of the network in a great London venue. Our launch strategy had two phases:
Influencer launch – reach key creative influencers via creative and trade press with two themes:
What’s In Your Top Drawer - Working with an award-winning portrait photographer, we visited 8 top creatives from a cross-section of creative disciplines, including Guardian reporter Alex Hern, fashion designer Lee Lapthorne and VICE producer Grant Armour. Picking out the objects that made them tick, we assembled a photoseries that was sold in to a broad range of national and trade media, generating social engagement and prompting influential industry figures to join the conversation with their own ‘top drawers.’
Hiive Remix – Using social media and reaching out to relevant University courses, we offered four £1500 bursaries to Hiive users to create a piece of work to help kickstart their careers using a mixture of cutting edge and traditional techniques. We then sold inpicture led content to national, regional and trade publications.
Launching to the masses – creating a ‘Hiive Live’ launch event to bring the Hiive offering to life
We organised Hiive Live from scratch, placing it in the heart of London’s tech hub in Old Street. We lined up ten influential creative figures to offer their insight on making it in the creative industry to an audience of young talent and press . In addition to speeches from Caitlin Moran, Ash Atalla and Channel 4 CEO David Abraham, attendees were able to witness and take part in our other creative campaigns on the day. In addition to interviews and news pieces on Hiive’s launch, we captured the event itself and seeded the video content out to a range of national, regional and trade publications, placing Hiive at the heart of trending conversations on Twitter.
Over 200 items of coverage were delivered within the space of two weeks and generated a 40% uplift in growth of memberships on the site- helping Hiive achieve 50% of the year’s targets in the first month of launch
Hero hits included Radio 2 Drivetime slot, The Guardian, The Times, I, and i-D magazine alongside countless key trade pieces including front cover of The Drum and covering across the 14 sectors covered by Hiive
In launch week:
- Over 60% uplift in site traffic
- 26% uplift in companies and employers
- Engaged user base – over 1/3 of users follow Hiive on Twitter
- Launch activity reached an estimated 5m accounts on Twitter
- Tweets from high profile creatives including Caitlin Moran, Graham Linehan, Ian Livingstone
- Hundreds of features and RTs promoted organic posts to featured status on Twitter