With research, it can be tempting to make a song and dance of it on launch day, and then quietly move onto the next project. However, for certain projects, it’s worth going that extra mile, like we did for the Clean Cities City Ranking project.
I was in charge of the digital strategy for this research project, which looks at how European cities are doing on certain transport-related measures. From the get go, it was clear it had bags of advocacy potential. After all, nothing sparks friendly competition like a ranking!
From a digital perspective, my aims were to make the report contents as accessible as possible, and integrate a low-lift, highly localised call to action to maximise the research’s advocacy potential. And this is what we came up with…
Impact:
- 8,000 page views and 1,7000 report downloads in the first week of the launch alone
- Hundreds of posts using the “Tweet your mayor” function
- The page is consistently the most visited page on the website month on month. The user journey and “Tweet your mayor” function were frequently cited as features that drew journalists, city officials and researchers into learning more about the campaign
