We could not be more proud of our wonderful friends at Bauer Media and their publication, Country Walking, which last week picked up the award for ‘Best Use of Social Media’ for their powerful #walk1000miles campaign at the PPA Awards.
The PPA Awards celebrate the very best in the UK magazine media world and are a huge accolade to take home – the “big one” in publishing.
Approaching its 30th year of publication, Country Walking were tasked with creating a campaign that would increase sales and inspire their audience, from there #walk1000miles was created – a free walking challenge open to everyone, which encouraged people to walk about an hour a day to achieve an amazing total.
To start walking and join the challenge, all readers had to do was sign up online, using a Wayin-powered sign up form. Once done, walkers received an acknowledgement email, information, regular challenge newsletters with news, competitions, advice and challenger stories to keep them motivated all the way through their miles.
The www.walk100miles.com website was also full of the latest news, advice, walk recommendations, merchandise to purchase, and a Wayin-powered social wall that displayed all the chatter and pictures from walkers on the challenge.
“Wayin played a vital part in the creation and development of #walk1000miles, and in fact it turned us on to a whole new world of possibilities for engaging with our audience. It’s all quite opposite from the once-feared digital beast cannibalizing the print dinosaur; with Wayin’s help, this digitally-centred campaign has completely reinvigorated the sales trajectory of our print product. After 30 years we’re now not just the biggest title in our market, we’re the fastest-growing too.” Guy Procter, Editor at Country Walking.
The impact across social media was phenomenal with shareable #walk1000miles infographics, a Facebook group of 28,000 members, 4 million+ interactions, £23,000 of new revenue from #walk1000miles merchandise and national press coverage. More than that, the campaign fostered a close-knit, supportive online community of walkers taking part in #walk1000miles.
“From it’s inception, the #walk1000miles campaign has been a pleasure to be involved with. Guy, and the team have put together an inspiring concept and have executed it brilliantly over the year. It’s been great to see the multiple phases of engagement across all their channels and especially pleasing that the Wayin platform was able to power the digital aspects of the campaign. I look forward to the 2018 edition being bigger and even more successful.” Luke Harris, Customer Success Director at Wayin.
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