This entry impressed the judges and stood out as the clear winner. Not only did Bird & Bird demonstrate how to scale a project up over time, apply brand values and use content effectively (in particular video and web integration) but there was also a clear understanding of using social media for press and client relationship development. Most impressive, however, was the project team’s commitment to measurement of activity (especially reach, viewing and engagement) and mapping the project against strategic goals and objectives.
From left: Marcus Brigstocke, Michelle Williams (Bird & Bird) and Nadia Cristina (PM magazine)
This project focused on recruitment and presented a sustained use of Facebook – something few firms have successfully achieved. Although the judges were impressed by consistent measurement of activity what particularly stood out was the team’s commitment to relationships and conversations. They had surveyed users to get feedback for improvements and involved a number of media styles to engage graduates, trainees and current staff.