Record results for our Respect the Water partnerships with LADBible and Amazon

To help promote this year’s Respect the Water campaign to our target audience we have been working closely with the LADBible and Amazon and we’ve seen some great results from these partnerships.
The LADBible and RNLI partnership

Photo: LADBible/RNLI

19.5 million views of our LADBible content

With 19.5 million views of our LADBible content, we’re proud to announce that it’s the highest performing branded content partnership in LADBible history!

This is our second year partnering with the LADBible and to promote our key Respect the Water messages – float to live, and call 999 and ask for the Coastguard – we created a series of videos and articles that were promoted by LADBible on its social media platforms Facebook, Instagram and Twitter. Take a look at one of our best performing videos here.

Talking about the partnership, Maria Lorenzo-Dus, Marketing Executive, says:

‘Working with the LADBible to produce innovative and engaging content has resulted in a great success. This partnership allows the RNLI to reach millions of young people using thought-provoking and impactful content that truly connects with our target audience – young males are the most at risk and we hope that using LADBible to share our Respect the Water messages will ultimately help to reduce drownings.’

We have also seen an increase in awareness among the LADBible community as a result of the campaign. Results from a poll, taken before and after the content was posted, show a 15% increase in awareness about floating and a 12% increase in awareness about calling 999 and asking for the Coastguard. In both cases, the number of people undecided about what to do has decreased. This is a great result which shows that our safety messages are having a real impact on our target group.

Our digital display banners on Amazon

We also teamed up with online giant Amazon to promote our key water safety messages and raise awareness to water sports users.

Amazon, who has an estimated 31 million UK visitors to it’s website per month, provided us with the opportunity to target people looking at water sports gear using digital display banners. We hope that by reaching people when they’re thinking about buying equipment, a kayak or a fishing rod for example, we can help them be prepared and prevent accidents.

These customers are being encouraged to ‘Respect the Water: Enjoy the Coast’ and can click through to a bespoke Amazon RNLI safety hub for more information and safety advice. This will include specific tips on kayaking, scuba diving, boating and angling, and will also show ‘related products’ that include safety gear for the sport to ensure that they have the best chance of being saved if they were to get into trouble.

After just eight weeks of targeting there have been over 50,000 click-throughs to the safety hub, and the numbers are growing.

These results are great examples of how relevant partnerships can add real value and relevancy to our Respect the Water campaign, particularly in reaching our most at risk group. We will be building on this foundation and branching out even further for our 2018 campaign.

Keep an eye out on the Volunteer Zone for more results from our Respect the Water campaign, and don’t forget to have your say here on this year’s Respect the Water campaign.