The Great British
Postcard Competition


Award-winning UGC campaign makes
a mark on the British design community

 

Strategy.

 

Content marketing to recruit the best young print designers

 

Saxoprint is one of the leading online printing services in Europe. We launched their community platform ProStudio to help establish their brand in the UK and shake up the print market.

After building and testing the platform, we needed a recruitment strategy to encourage UK designers and businesses to register for ProStudio and enjoy the benefits of a new online print community.

Saxoprint needed to engage with an audience of graphic designers, illustrators and artists in a meaningful way that would harness the power of social media and organic search. Our solution had to be something that connected with the genuine passions of this creative audience.

 

 

Solution.

 

Bringing the design community together

 

We created ‘The Great British Postcard Competition’ (#TGBPC) led by head judge John Lydon, the ex-Sex Pistols and PiL frontman. The campaign was designed to bring the Saxoprint brand and ProStudio community to the attention of top British design talent, and appeal to the creative heart of every designer.

The online competition challenged the design community to capture modern Britain on a postcard. At a time of political upheaval and profound technological change, #TGBPC presented an opportunity for creatives to express their unique perspectives on the state of the nation.

Words from our head judge and British icon

 

John
Lydon

Sex Pistols, PiL and Head Judge in TGBPC

"I was overwhelmed by the entries. It made my decision making process difficult, because I became so involved with each little postcard achievement. I just let them hit me emotionally."

 

 

Coverage.

 

The Great British Postcard Competition went viral, making headlines on Channel 4 News and attracting over 140,000 views on YouTube.

 

 

"The competition proved wildly popular, creating entries, engagement and shares without the need for paid media."

Corporate Content Awards

Results.

Over 50,000 votes cast by the public, over 2,000 opt-in email addresses, 66% increase in business signups, 53% increase in print orders through ProStudio and a 3 x award-winning campaign.

Through #TGBPC, talented minds encapsulated the atmosphere of a 2017 Britain, reflecting all angles, from traditional food to social issues, politics and the weather. Saxoprint went from online printer to online disruptor, setting the bar high for its competitors.

All this exposure and social media engagement was secured without any paid media. Just a great creative concept that caught the imagination of the creative community and resulted in a wealth of user-generated content.

Team.

Elliott
Hillman

Digital Executive

Elliott was all over the TGBPC email campaigns, achieving some impressive open rates and registration stats, just a few weeks after joining us!

Want to work with Elliott? Drop him a line: elliott.hillman@freestyle.agency

Related work.