#MyHeroes: International Campaign to Celebrate Key Workers During the Pandemic - Kinetic UK

At a time when many were looking for a way to express their appreciation to key workers, the #MyHeroes campaign gave people the opportunity to use the public nature of OOH to support individual local heroes making a difference.

#MyHeroes married social media to digital OOH to deliver messages of gratitude on digital screens across the UK, turning OOH into a social channel for good, right when people needed it the most.

HOW

With our friends at DOOH.com, we partnered with OOH media owners to publish Twitter messages of thanks that included the hashtag #MyHeroes. Within one week of lockdown, we had gone live and through DOOH.com’s RUSH platform we were able to manipulate the location of the tweets on display; targeting the nominated heroes on screens locally to make sure they knew that the whole nation was behind them.

WHAT

#MyHeroes became a voice for the nation. The campaign was live for eight weeks on over a thousand screens – during that time we displayed 647 unique creatives via 112m playouts with a media value of £2.5m; making this the largest ever highly targeted multi-format campaign in the UK and Ireland. Twitter helped amplify the campaign globally – during the two months the campaign was live, the #MyHeroes hashtag received 2.6m impressions in the UK and Ireland, and 106m impressions worldwide.

“The #MyHeroes campaign is a brilliant demonstration of the OOH industry coming together to deliver a public message of support for key workers. OOH’s ability to amplify social media content in public in real-time, while at the same time generating striking dynamic visual content for social sharing, is something unique to OOH as a channel.” Ali MacCallum, CEO of Kinetic UK