The challenge
Through coaching, Shine For Women inspires and challenges women in their professional lives, and encourages senior leaders and organisations to build human environments in which everybody can thrive.
That ground to a halt with the onset of the pandemic, which led to a rethink of their awareness strategy. Shine’s founders, Anna and Caroline, would need to quickly open doors to the media to keep spreading their vision.
Up stepped The Think Tank to concoct a brand awareness campaign that would build Anna and Caroline’s media profiles media and position Shine as an expert coaching consultancy.
The solution
At a time when workers were struggling to adjust to limited face-to-face contact, we saw an opportunity to promote Shine by emphasising its expertise in creating human cultures.
Our recommendation to Shine was to draft advice around overcoming the challenges of remote working. As well as providing genuinely insightful advice, this allowed Shine to cement its authority as culture builders and raised the founders’ public profiles.
That gave us a platform to secure high-profile coverage for Anna and Caroline across BBC new groups on TV and radio, including appearances on BBC Radio 5 Live and Radio 4 Woman’s Hour. We also secured thought leadership pieces, features and profiles by keeping a close eye on the news agenda and seizing opportunities as they arose.
The results
Shine For Women’s public image was much enhanced by The Think Tank’s efforts.
Its social media metrics received a significant boost, driven in part by the founder’s media appearances and subsequent promotion on those media outlets’ social channels. Shine’s website also received major attention, with time spent on it rising by 78% compared to the previous year.
Best of all, Shine were delighted with the results:
- 78% rise in time spent on Shine For Women’s website
- Significant increase in social media performance
- High-profile coverage across BBC TV and radio
If your brand has an inspirational message to share, why not get in touch with The Think Tank.
We have been really impressed by how tuned-in to the media’s constantly evolving narrative The Think Tank have been these last few weeks, and how agile and creative their solutions for us have been as a result. They’ve really helped us to flex our messaging whilst staying true to who we are and what we stand for as a business, and the opportunities they’ve secured for our founders have been super-relevant and high profile.
Tamsin Ward
Head of Brand
Shine for Women
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