C&M’s challenge was to orchestrate a Social Media and Online PR campaign to support TomTom's Voice of the UK campaign in October 2010 - in order to raise awareness of the brand amongst the UK’s online audience and generate user created content through the brand’s social media channels.

1. TomTom
Voice of TomTom UK Case Study
http://www.tomtom.com

2. Introduction
TomTom is the world's leading provider of location and navigation
solutions and more than 45 million people use its products every day - in
the form of dedicated portable navigation devices (PNDs), in-dash car
systems or tracking and tracing solutions for fleet management.
In addition, hundreds of millions of people use TomTom's digital maps on
the web or mobile phones. TomTom maps cover 102 countries and
territories and 33.2 million kilometers of road across the globe.
C&M’s challenge was to orchestrate a Social Media and Online PR
campaign to support TomTom’s Voice of TomTom UK campaign, in order
to raise awareness of the brand amongst the UK’s online audience and
generate user created content through the brand’s social media channels.
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3. Voice of TomTom UK Competition Explained
• The Voice of TomTom UK campaign was a one month-long search to find a new voice for
TomTom devices - both via traditional media and online channels (the online component was
open to contestants across the UK; the offline was for people from England, Scotland and Wales)
• Budding voices were invited to submit clips of them telling TomTom their “traffic story” to the
Facebook wall or tweet it to the @UKTomTom profile. The best of these entries was then judged
and chosen as the Voice Of TomTom UK
• The Voice of TomTom UK campaign was fronted by legendary actor and national treasure, Brian
Blessed, well known for his own iconic voice
• The winner of the online competition won a Brand New Renault Mégane Coupé Cabriolet, as well
as having their voices recorded for use on TomTom devices
• The competition served many purposes: i) keep TomTom at the top of people’s mind in the run up
to Christmas; ii) grow awareness of TomTom’s HD Traffic service and; iii) promote the recently
released Brian Blessed voice for TomTom devices
• As well as a Voice of TomTom being found through online channels, separate Voice of TomTom
UK competitions were held through local radio stations in England, Scotland and Wales
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4. Our Brief
• To secure media coverage of the competition on a range of sites, to
gain exposure for the brand on a variety of blogs, to capture the
attention of a wide range of audiences, not just typical TomTom
customers
• Raise awareness of the brand on UK based sites and social media
profiles by engaging with targeted influencers and generating
coverage on those sites
• To deliver the Voice Of TomTom UK competition using social media
• Drive traffic to a competition micro site on TomTom UK’s Club
TomTom site and related social media channels
• Boost social followings on TomTom’s Facebook Page and UK
Twitter Account
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5. Our Strategy
• Use the participation of Brian Blessed as a “star vehicle” to raise the profile of the
competition and brand through traditional PR tactics, but also through smart content
sharing, by creating highly shareable content (videos & ads) featuring Brian Blessed
- This content was then reposted and discussed, with prompting from C&M, on
blogs, forums and social media channels, creating organic buzz and awareness
• Run a Social PR campaign engaging with key targeted influencers on a variety of
platforms such as web sites, blogs and social media channels, to raise brand and
message awareness, driving traffic to a competition micro site and related social
media channels - Facebook, Twitter, YouTube, etc
• Supplementing this Online campaign with a dedicated, niche Social Advertising
campaign that delivered CPM and CPC audio and display ads to Spotify and Facebook
• Competition entries were a secondary goal of the overall campaign but we sought to
enhance the competition with Social Media friendly entry mechanics, offering as much
opportunity for social sharing/distribution and engagement as possible
• Use Social Media and online publishing platforms as a way of driving and sustaining
interest in the brand before, during and after the competition
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6. Key Campaign Properties
Spotify Ad with Brian Blessed
TomTom Facebook Page
Voice of TomTom landing
page on Club TomTom UK
@UKTomTom
Twitter Profile
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7. Results Overview
• Secured media coverage - not only on TomTom’s usual press
targets (i.e. tech and motoring sites/blogs) but an assortment of
lifestyle blogs and forums as well as more “niche” outlets (e.g.
voice acting blogs and competition forums)
• Boosted Facebook Likes by over 1,200 and increased fan
interactions compared to previous months (advertising via
Facebook and Spotify was key to initial acquisition)
• Increased Twitter followers by 50% on a Twitter profile that had
only recently been established prior to launching the campaign
• Engineered entry mechanics which were very friendly for social
media and allowed for highly visible sharing of TomTom and user
generated content
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8. Media Results

9. Key Coverage
• The quality of coverage for the campaign was very good, with a
mix of tech news blogs/sites, car and automobile blogs/sites and
general or specific interest sites such as “Lads Mags” and voice
acting blogs.
• PR coverage was important for driving traffic to the Voice of
TomTom competition page, with three of the top 10 traffic referrers
being a news site or blog
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10. Content Value
Our supporting content (i.e. video) was
used within news articles and blog
posts to enhance and add depth to
written content
Engaging with forums such as
MoneySavingExpert and listing the
competitions on sites like Loquax
produced instrumental pieces of self-
generated coverage, resulting in a
substantially high percentage of the
total amount of traffic driven to the
competition page
The coverage encompasses a good
mix of straight-forward mentions,
analysis of the video, side-competitions
for TomTom sat navs and mentions of
the regional accents survey
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11. Conclusions
• The amount of coverage generated for the Voice of TomTom UK
competition was high quality, with a broad scope of different media,
blogs and sites giving a mention to the competition
• Continuous blogger engagement throughout the campaign, using the
Social Media bulletins and YouTube video as content tools provided
good returns of a range of coverage across a variety of sites, from tech
industry blogs, car and automobile websites and national news sites
• Having a variety of different topics in relation to the competition to talk
about meant a broad range of audiences could be targeted, ensuring
maximum exposure for the campaign
• While PR coverage was fantastic for generating awareness of the
competition, self-generated coverage through competition listings sites
(e.g. Loquax.co.uk and forums such as MoneySavingExpert) was the
most important type of coverage for driving traffic to the competition
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12. Social PR Results

13. Social Results
Increase in Facebook Likes of Increase in Fan Interactions
over 1,200 compared to previous months
50% increase in Twitter
followers for @UKTomTom -
a brand new Twitter profile
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14. Facebook Results
Interesting, re-usable user
generated content
Fans regularly engaging with
the brand through video content
and wall posts
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15. Twitter Engagement
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16. Conclusions
• On a limited campaign budget, with limited supporting Social
(display) ad spend, the Voice of TomTom UK campaign was
superb for boosting social followings and interactions
• Facebook in particular saw a healthy rise in total likes, rising
by 1,233 from October (when work on the campaign started)
• The follower count of the brand new @UKTomTom Twitter
profile was increased by nearly 50%, with some influential
followings. This is now a great platform for any future
communications or campaigns
• The level of engagement with Facebook and Twitter
followers remained consistently high throughout
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17. Campaign Conclusions

18. Conclusions
• As an exercise for generating coverage and overall awareness of the
TomTom brand, the Voice of TomTom UK competition was very successful
• Coverage was achieved on a number of key sites, across a range of
audiences and target markets. A good number of this coverage used
supporting campaign collateral to add depth to their coverage (the
instructional video)
• A small spend on Social advertising benefited the campaign. Facebook
ads were effective in driving a good number of people to the TomTom
Facebook page whilst the Spotify ad was good for stirring conversations
about the competition
• The campaign was very effective for boosting social followings,
particularly Facebook, and especially good for increasing Fan
engagement, evident from the comparative number of Wall Posts during
the campaign to October, before the campaign began
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19. PR Coverage Appendix

20. Media Coverage
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21. Media Coverage
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22. Vertical Coverage
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23. Vertical Coverage
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24. Vertical Coverage
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25. Key Forum Coverage
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26. Key Forum Coverage
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27. Key Forum Coverage
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28. Key Forum Coverage
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