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The Challenge

Underrepresentation of nominations from ethnic-minority-owned SMEs for the Federation of Small Businesses (FSB) Awards.

The Solution

4-month campaign to drive nominations of EMBs for the FSB Awards.

Content Creation – Scalable and repeatable multi-channel content strands bringing the strategic platform to life across various audience touchpoints. Landing page, photo campaigns, short-form ads (organic & paid), webinars and direct messages.

Multichannel Digital Campaigns – Leveraged targeted social media, email campaigns, and search engine optimisation (SEO) strategies to disseminate campaign content, drive traffic, and encourage nominations through the frequency of touchpoints.

Collaborations – Partnered with ethnic-minority business associations and digital networks to amplify reach and credibility. Cooperated on joint promotional activities, and co-hosted webinars.

Engagement/Lead Generation – Secured participation via content marketing, landing pages, polls, live chat sessions, lead magnets e.g. webinars and resources.

Media Coverage – Utilised our network of ethnic minority- focused publications and platforms to secure coverage.

Targeted PPC Campaign – Highly targeted pay-per-click

(PPC) advertising campaigns on platforms such as Google Ads and social media channels – Lookalike audience matched by email database.

Nominations from ethnic minority-owned businesses surged, smashing targets by 15%.

Our campaign shines a spotlight on the power of real connections, authentic content, and clever multichannel tactics in reaching EMBs across the UK.