Mobile Mini, headquartered in Stockton, is a leading hirer of portable site accommodation and secure storage containers. With 16 branches across the UK and its global headquarters in Arizona, USA the company has grown rapidly over the last 18 months.
In September 2016, the company decided it wanted to support the Road Haulage Association’s annual event, National Lorry Week and approached Harvey & Hugo to help them deliver an effective digital and social media campaign.
The aim of the National Lorry Week campaign was to increase awareness of the Mobile Mini brand and the HGV Driver Development programme it had just launched, to its target market.
Having identified a national shortage in the industry, Mobile Mini was looking to attract people who would like to become a HGV driver, including:
• school children
• young people
• those considering a career change
• those recently out of employment
The campaign was spread out over five days and included Facebook Live videos, live social media, blogs and running a bespoke competition. We chose to use this particular activity and social media platforms given the audience we were aiming to reach, realising traditional methods of PR might not be as effective for this campaign.
The first day of National Lorry Week saw Mobile Mini attend an event at the Inspire 2 Learn centre in Eston, Middlesbrough, hosted by PD Ports. Local school children were invited to attend and Harvey & Hugo helped Mobile Mini to design interactive games to be played on the day, which would test their reaction skills. Prior to the event, we had researched the skills and capabilities required to be a HGV driver. Off the back of our findings, we designed games which we felt would work best for any budding transport professionals.
A Facebook Live interview was conducted with Mobile Mini’s Marketing Executive, Victoria Cornfield, who explained the process behind the event and why Mobile Mini was supporting it. Further Facebook Live videos were filmed throughout the week, including ‘A day in the life of’ with Simon Wood, who had recently passed the HGV Driver Development programme. We joined him as he headed out on the open road and interviewed him about his new job. We also videoed him picking up a container and then back at the local branch, we conducted an interview, which focused solely on the training programme and his thoughts on it.
To help expand Mobile Mini’s presence on social media, we came up with the idea to run a competition across Twitter and Facebook. We encouraged people to let us know their favourite song to listen to when in their lorry, using #SongsToTruckTo. The competition was well received on both platforms, with the winner receiving an Amazon voucher.
To further promote Mobile Mini’s involvement in National Lorry Week, during the campaign we wrote a series of blogs which were uploaded to the company’s website and pushed out on social media, using key words for SEO.
We managed to achieve some fantastic results organically (no added payment) during the campaign on both Facebook and Twitter, as demonstrated below.
Facebook Live videos
Interview with Victoria Cornfield – 595 views, reach 1,225
Interview with Simon at Wakefield – 203 views, reach 455
Unloading a container – 59 views, 215 reach
Interview with Simon about the Driver Development Programme – 45 views, reach 114
Total views = 902
Total reach = 2,009
Twitter – 19.9.16 to 23.9.16
Impressions – 62,200
Retweets – 45
Likes – 49
“Their ideas were fresh and exciting and we were really pleased with the mix of live social media delivered and content created. All the activity helped to promote the NLW campaign and also enhance Mobile Mini’s presence on social media.” – Victoria Cornfield, Marketing Executive, Mobile Mini.