Creative
Copywriter
Google | Dear Local
BRIEF
In the wake of the pandemic, Google made a commitment to help one million small UK businesses stay open. Our brief was simple: inspire people to support their local high streets with Google reviews.
IDEA
Dear Local
A national love letter to local businesses, encouraging everyone to leave a five-star Google review for places they love.
INSIGHT
88% of Britons felt more connected to their local area after the pandemic and positive Google reviews are proven to help small businesses attract new customers.
ENTER TWO NATIONAL ICONS FAMED FOR THEIR LOCAL ROOTS
We took world heavyweight champion Anthony Joshua and BAFTA-winning TV star Sheridan Smith on a tour of their favourite local businesses as a call for the nation to write Google reviews in support of cherished local places.
NOW WRITE THE SCRIPT FOR A BAFTA WINNER. NO BIGGIE.
AJ and Sheridan nominated their favourite local businesses in pre-interviews. I scripted 90" films, 20" YouTube spots and paid social skits to give each a platform to show some love for their home town, and ask others to do the same. With a little help from Google.
THEN THE FILM BECOMES A TVC
Google were so pleased with the results they decided to run the work as a TVC. With a 60" script adapted from the original, the Anthony Joshua film was reedited, graded and Clearcast-approved in 10 days, ready to air for 6.9 million people during the Great British Bake Off final.
TIME FOR STARS OF SOCIAL SHARED THEIR OWN LOCAL LOVE LETTERS
With our launch films live, we moved on to the crucial social element of the campaign. More than 20 famous faces from British cultural life signed up for our idea to share a selfie and #DearLocal love letter dedicated to a local business. Talent included Asim Chaudhry, Maya Jama, Gok Wan, Jessie Ware and Reggie Yates.
HOW DID IT DO?
Over 6m impressions on social and 96% positive sentiment. The campaign ran in two waves across TVC, online and social to deliver 6M impressions and a total reach of 28M – a 15% uplift on the previous year’s Google reviews campaign. Dear Local was winner of a Silver for Best Use of Influencers in the Content Marketing Awards.
CREDITS
Campaign concept, creative direction, scriptwriting, copywriting.