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January 29th, 2025

Reflecting on 2024: Media moments and milestones

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Well, 2024 has been a bumper year for our Golley Slater Media team. The variety of campaigns they have worked on is a full smorgasboard of delights, showcasing some of the very best Welsh and national brands and, of course, driving important outcomes for their clients.

Back in February, WRAP Cymru launched the successful Be Mighty Recycle campaign. Despite Wales leading in recycling with 95% of its population recycling 65% of waste and ranking 3rd globally, the Welsh Government set ambitious targets of 70% by 2025, 80% by 2030, and zero waste by 2050. WRAP Cymru focused on food waste, as 22% of people weren’t using their food waste recycling service, and local authorities could turn this waste into renewable energy through Anaerobic Digestion plants.

This campaign aimed to educate and motivate behaviour change to meet these targets- We needed to motivate existing users to recycle more food and inspire non-users to start using the service.

With ‘Education’ as a pillar, we encouraged food recycling by showing how it powers the nation. Targeting high consumers of online, social media, and digital audio, we we ran a combination of online display, Meta and digital audio ads contextually during food preparation times. This provided us with the opportunity to capitalise on a relevant and interested mindset and inspire action in the moment. The campaign, featuring prevention messaging and influencer content across various media, reached over 1 million 18-50-year-olds in Wales, with 85% seeing it 5.48 times. Post-campaign results showed 26% recall of creative videos, 59% saw food waste content, and almost 90% found it engaging. Social media brand recall was 43%, online 42%, and 56% of viewers reported behaviour changes, surpassing WRAP Cymru’s 2024 targets.

From food waste to first-class cuisine, our TfW First Class experiential culinary experience was a hit during a chilly Christmas shopping weekend, showcasing the delights of first-class dining.

We brought the TfW First Class food service to life during the festive period with an experiential campaign. We stationed a TfW-branded food truck outside John Lewis in Cardiff city centre on the weekend of November 30th to take advantage of the increased festive footfall. Over two days, we served over 6,000 people, receiving positive feedback about TfW’s First Class food.

Experiential marketing allows for deeper brand engagement and leaves a lasting impression on those who interact with it.

To reach a wider audience, social media foodie influencers Cory’s World and Charly Ann C created content and conducted vox pops with shoppers to gauge their reactions to the menu. This content was used across paid channels, reaching 820k people on Meta and 396k on TikTok. Additionally, Cory and Charly shared content on their TikTok channels, resulting in an extra 300k views and over 10k engagements.

Sticking with the cold, Wales meets the French Alps inAmour a Mynydd, S4Cs new four-part reality dating series that takes romance back to its roots. Set against the breathtaking scenery of the French Alps, the show brings together eight singletons, offering them a unique opportunity to find love and perhaps discover more about themselves.

The show also features a post-show vodcast, Après: Amour & Mynydd, which follows each episode, keeping the Alpine romance alive. It features super-fans and the juiciest gossip, streaming on S4C’s YouTube channel, S4C Clic, and BBC iPlayer.

Our partnership with Capital FM to promote the new reality show was the ideal way to engage with young adults, the perfect audience for this show. Running our own version of Mr and Mrs at Cardiff Winter Wonderland against branded backdrops allowed couples to share and compete their knowledge of each other – with hilarious results. Additionally, the Capital team ran daily vox pops, extending the reach beyond the event itself by sharing these on S4C’s social channels.

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Whatever the weather, one thing in Wales is clear: it rains (a lot). This was the main challenge for our Summer Water Efficiency campaign for Welsh Water. Saving water isn’t top of people’s agenda when it falls from the sky so readily in Wales. To address this, we developed weather-activated dynamic audio with our friends at Global. The creative would change based on the weather, so if it was a dull rainy day, the message centered on the importance of saving water even on the duller days.

 

From what falls from the sky to something more otherworldly, The Royal Mint’s new 50p coin celebrates the Star Wars™ franchise. The Royal Mint wanted to raise awareness and ultimately increase coin sales of the Star Wars™ collectible coins – a must for avid Star Wars™ fans. Using our in-house programmatic trading desk, we utilised three different ad formats: display, native, and video campaigns, using prospecting and retargeting strategies.

This is just a small snapshot of the campaigns we have been doing in 2024. With innovation and creativity at the heart of our media campaigns, we are making a real difference to recycling, regional travel, water saving and reserves.

If you have a brief for 2025, let's talk!

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