RIBA

RIBA’s main challenge was to raise awareness of its good work in championing architectural excellence, drive up industry standards, educate people on the role of the modern-day architect, and introduce new people to the world of architecture.

Our initial campaign strategy, which we started work on in 2016, built on the institute’s proud history and traditions while positioning it as a trailblazer for industry best practice. Leading with the central creative line, #BeRIBA, the campaign inspired potential members to be part of an aspirational movement to achieve the highest professional and ethical standards.

Imagery of architects going about their day-to-day life (rather than their everyday jobs) was central to creating an authentic and engaging campaign that people could relate to. We activated it on social channels with our partner Route, using targeted strategies to gain the attention of relevant audiences.

We’ve continued to work with RIBA to build on that success. Most recently we supported the organisation with its end-of-year member recruitment campaign, which runs annually from September to December – a key window of opportunity to maximise memberships for the full year that follows. As a teaser, we offered prospective chartered members and chartered practice members the chance to sign up and get the rest of the year free, with the aim of generating 600 new chartered memberships and 100 new chartered practice memberships over the campaign period.

To see more of our work, visit here.