At Golley Slater, we believe the most creative, effective campaigns come from original thinking.
We have worked with Cymraeg, the Welsh Language division of the Welsh Government since August 2016, to support its drive to reach one million Welsh speakers by 2050. This year, Golley Slater was briefed to promote Dydd Miwsig Cymru (Welsh Language Music Day) and encourage involvement from people and organisations within Wales and beyond.
We secured BBC DJ and new music fan Huw Stephens to be a celebrity ambassador for the event, and created a content plan which began three months before the day itself to build momentum and sustain interest. This content plan included an essay piece about the cultural importance of Welsh Language music, a pack for partners with templated content to share across social channels, and two shareable ‘listicles’ for social media and press. We also managed the invitation of influencers to the Cardiff live music performances on the day, and provided on-the-day support including arranging broadcast interviews and creating live content and ‘stories’ for social media. Finally, we drafted and issued post-event press releases with event photography to all relevant media.
Our activity generated a total of 33 pieces of coverage across print, broadcast and online media including NME, BBC Radio Cymru, BBC Radio Wales, Made in Cardiff and Môn FM – as well as various student media titles; resulting in 2.7million people hearing or reading about Dydd Miwsig Cymru. In the four weeks leading up to Dydd Miwsig Cymru the Cymraeg Facebook page reached 580,509 people, a 609% increase on the previous period. Our activity generated 3,168 new Facebook page likes, and our videos were seen over 50,000 times. #DyddMiwsigCymru was top of the Twitter trending list in Wales on the day, and we received mentions from a range of Welsh language influencers including Visit Wales, Dave Owens (Wales Online), I Loves The ‘Diff, The Green Man Festival and Ian H Watkins from Steps.