Announced last week, Threepipe Reply’s ‘Express Yourself’ campaign for the England & Wales Cricket Board (ECB) took the win at this year’s Drum Awards for Digital Industries in the travel, leisure and sports category. The DADIs (The Drum Awards for the Digital Industries) are open internationally to agencies and brands and has been recognising digital innovative and excellence for the past 12 years.
The campaign was delivered through a multi-channel and digital-first approach and was continuously optimised in response to what was happening on the cricket field. The campaign ran across DOOH, Paid Social, Influencer and PPC and supported the England team throughout the Cricket World Cup to eventual victory.
The result was a campaign that far exceeded all targets, set engagement records and created a platform for ECB’s 2020-2024 strategy to build from – aiming to inspire generations to think “cricket is a game for me”.
Chris Heasman, Marketing Manager, England & Wales Cricket Board: “Threepipe contributed massively to the success of this campaign which has built a real legacy for cricket in this country. The distribution and targeting strategy of the content led to fantastic engagement with an audience we were keen to reach.”