Outcomes
The campaign was a resounding success, with huge involvement and recognition from both national and international media. Social media played a vital role with celebrities who had gritters named after them reaching out to show their support, including Olympic Gold Medallist, Sir Chris Hoy, who tweeted “Love it!!” in response to gritter vehicle ‘Sir Grits Hoy.’
Amid the coronavirus pandemic, the ‘Help Name Our Gritters’ campaign offered some light-hearted relief. However, the naming appeal also generated goodwill within the communities of the South-West. Over 500 nominations were received for Key Workers, Community Champions, and Volunteers to be recognised on one of Amey’s pavement gritters, with successful entries revealed on Wednesday 17th February 2021 as part of the annual Random Acts of Kindness Day.
The Meet Our Gritter Fleet webpage was the most visited page on www.swtrunkroads.scot equating to 26.67% of website traffic, which in turn drove traffic to other Amey webpages and services. February 2021 also set a record for monthly users of www.swtrunkroads.scot since the website’s creation.
Social Media referrals provided 50.1% of traffic to www.swtrunkroads.scot during this period with visitors from the UK, USA, Canada, Germany, Australia, Netherlands, Sweden, France, Ireland, and Finland. Impressions from the campaign’s tweets exceeded one million and the engagement rate for the majority outperformed the recognised industry benchmark
