The Brief
Purple is an organisation that seeks to improve the customer experience for disabled people. Barley began working with Purple in 2019 to devise and deliver an integrated communications campaign for Purple’s international awareness day Purple Tuesday. Our aims were to raise awareness of the challenges faced by disabled people, drive businesses to sign up to be part of the solution and gain broader consumer support.
Insights and Approach
Barley ran all Purple Tuesday social media channels and media relations, generating excitement and a buzz in the run-up to the day, including an in-mail campaign on LinkedIn direct to our target audience.
We created a wide range of content including case studies, infographics and video testimonials from influencers and business leaders – for whom we provided guidelines for self-filming. We shared content from supporters, emphasised the good work of those who had already signed up and ran social media ads to coincide with the launch.
The Outcome
Purple Tuesday 2019 was a phenomenal success, trending in 3rd place on Twitter globally. More importantly it had real impact, with over 2,500 businesses and individuals making commitments to improving their accessibility offer.
And in November 2020, despite Purple Tuesday clashing with the US presidential election and falling on the last day before the national lockdown in England, we secured over 250 pieces of coverage, including BBC Online and Metro.
8.4
k
social media conversations on the day mentioning #PurpleTuesday
20
k
engagements with social media content
81
k
video views
350
+
pieces of media coverage
