Leagan Gaeilge in Íochtar / Irish Version Below

Did you hear the good news? 

Lorg Media recently received the gold award for “Best Integrated Media Strategy” with Foras na Gaeilge on behalf of the “Creidim Ionat” campaign (meaning “I believe in you”) at the Digital Media Awards. 

“Creidim Ionat” was a Foras na Gaeilge initiative with support from RTÉ. It encouraged thousands of people to take their next step with the Irish language over a five-week period with tips from the influencers who were central to the campaign’s execution.

Are you a marketer? Keep reading to find out how you can effectively create your own media strategy while taking inspiration from the “Creidim Ionat” campaign. For an extra challenge, why not put your Irish to the test by reading the Irish translation of this blog post below?

Social Media

The Lorg Media team used social media to encourage the speaking of Irish amongst the public all throughout the campaign. We communicated online with Foras na Gaeilge’s followers. We answered questions for them and we encouraged engagement with playful graphics, thus creating a sense of community.

We posted short videos so that the public could stay up to date with the influencers’ Irish-language journeys.

We also emphasized the power of storytelling with longer videos, such as the emotive series that portrayed an Irish-language choir who mentored a Ukrainian choir. It’s well worth having a variety of content in your social strategy when working on a national campaign so that you can appeal to a varied audience.

Radio

Our campaign influencers were central in the creation of the radio ads. The ads were short, clear, and cheerful, accurately explaining how listeners could take part in “Creidim Ionat”. The 2 Johnnies and their mentor Aindriú de Paor were active on the radio every week translating the song “When I Play For the County” into Irish.

David O’ Reilly and Brendan Courtney created a bilingual episode of their podcast “Any News” with help from their mentor Sinéad Ní Uallacháin.

We integrated radio and social media by posting colourful graphics including audio from the 2 Johnnies’ radio segments, as well as the radio ads.

It’s worth including integration in your media strategy in order to develop the customer journey, so that you’re not just appealing to your audience on one platform only.

Television

RTÉ created a television ad at the campaign’s launch in Dublin on St. Patrick’s Day. A second television ad was created in collaboration with the 2 Johnnies also. The point of the television ads was to drive traffic to Foras na Gaeilge’s website, giving people a lively start to their Irish language journeys. 

We published the television ads on social media and we used them for digital advertising as well with the correct ratios applied. Using a few different platforms in your campaign is a strategic decision, especially when it comes to a campaign such as “Creidim Ionat”. We wanted those taking part to hear Irish all around them, as a way of mimicking the traits of immersive education.

The website

Foras na Gaeilge’s website was at the core of “Creidim Ionat”. At the click of a button, website visitors could follow influencers on their Irish-language journeys. There were new tasks to complete every week and a badge to win as well, as long as each of the weekly tasks were completed.

Gamification is a useful marketing technique. It encourages people to achieve a personal goal and it’s an effective way to position your brand in front of a new audience.

The use of gamification helped us to inform people about Foras na Gaeilge and the resources they provide for Irish language learners.

The Newsletter

A newsletter was created for this campaign to keep people up to date with Irish classes, resources, tips, and so that they would follow the influencers’ journeys.

A newsletter is an effective point of contact as it gives you a direct link to your audience. Your audience will receive every email you send and there’s no need to be in competition with any algorithm, like how you would be on social media.

Foras na Gaeilge’s general newsletter subscriber count rose by 80% thanks to “Creidim Ionat”. We love how “Creidim Ionat” encouraged the audience to continue on their Irish language journeys even after the initial five-week period.

We Believe in You

From radio to digital marketing, we are fully confident that you are ready to create your own media strategy now. If we can, you can!

Conas Straitéis Mheáin a Chruthú

Ar chuala tú an dea-scéala? Bronnadh an gradam óir ‘Best Integrated Media Strategy’ ar Lorg Media le Foras na Gaeilge ar son an fheachtais “Creidim Ionat” ag na Digital Media Awards le déanaí. 

Tionscnamh de chuid Fhoras na Gaeilge ab ea “Creidim Ionat” le tacaíocht ó RTÉ. Spreag sé na mílte daoine chun a gcéad chéim eile a thógáil leis an nGaeilge thar tréimhse cúig seachtaine le noda ó na tionchairí a bhí lárnach i gcur chuige an fheachtais.

An margóir thú? Coinnigh ort ag léamh go bhfeicfidh tú cén chaoi go bhféadfá do straitéis mheáin a chruthú go héifeachtach le hinspioráid ó “Creidim Ionat”.

Na Meáin Shóisialta

Bhain foireann Lorg Media leas as na meáin shóisialta chun labhairt na Gaeilge a spreagadh i measc an phobail le linn an fheachtais. Chuaigh muid i mbun comhrá ar líne le lucht leanúna Fhoras na Gaeilge. D’fhreagair muid ceisteanna dóibh agus spreag muid idirghníomhaíocht le grafaicí spraíúla.

Phostáil muid físeáin ghearra le go mbeadh an pobal suas chun dáta le haistir Gaeilge na dtionchairí.

Chuir muid cumhacht na scéalaíochta i bhfeidhm freisin le físeáin níos faide, ar nós an tsraith mhothúchánach inar léiríodh cór lán-Ghaeilge a rinne meantóireacht ar chór Úcránach.

Is cinnte gur fiú meascán ábhair a bheith agat i do straitéis sóisialta más feachtas naisiúnta atá i gceist ionas gur féidir leat díriú ar lucht féachana ilghnéitheach.

An Raidió

Bhí ár dtionchairí lárnach i gcur chun cinn na bhfógraí raidió. Bhí na fógraí gearr, soiléir, agus spleodrach. Mhínigh siad go cruinn cén chaoi go bhféadfadh na héisteoirí páirt a ghlacadh in Creidim Ionat. Bhí na 2 Johnnies agus an meantóir ‘sacu Aindriú de Paor gníomhach ar an raidió ‘chuile sheachtain freisin agus iad ag aistriú an amhráin ‘Nuair a Imreoidh Mé don Chontae’ go Gaeilge.

Chruthaigh David O’ Reilly agus Brendan Courtney eagrán dátheangach dá bpodchraoladh ‘Any News’ agus iad faoi stiúir ag Sinéad Ní Uallacháin.

Bhí comhcheangal againn idir an raidió agus na meáin shóisialta ansin. Phostáil muid grafaicí daite a léirigh an fhuaim ó mhíreanna na 2 Johnnies agus na fógraí raidió freisin.

Is fiú comhcheangal a chur i bhfeidhm i straitéis mheáin ar nós mar a rinne Lorg Media le forbairt a dhéanamh ar aistear an chustaiméara, sé sin nach bhfuil tú díreach ag freastal orthu ar aon ardán amháin.

An Teilifís

Cruthaíodh fógra teilifíse do RTÉ ag seoladh an fheachtais i mBaile Átha Cliath ar Lá Fhéile Pádraig agus ceann eile leis na 2 Johnnies freisin. Is í an aidhm a bhí ag na fógraí teilifíse ná daoine a threorú chuig suíomh gréasáin Fhoras na Gaeilge agus tús bríomhar a chur lena n-aistear Gaeilge.

D’fhoilsigh muid na fógraí teilifíse ar na meáin shóisialta agus d’úsáid muid iad don fhógraíocht dhigiteach chomh maith leis na cóimheasa cearta i bhfeidhm. Is cinneadh straitéiseach é cúpla ardán difriúil a úsáid i gcóir feachtais, go mórmhór ceann ar nós “Creidim Ionat”.

Theastaigh uainn go mbeadh an Ghaeilge le cloisteáil i ngach áit ag an té a bheadh ag foghlaim Gaeilge, díreach cosúil le gnéithe an tumoideachais.

An Suíomh Gréasáin

Ba chroílár Creidim Ionat é suíomh gréasáin Fhoras na Gaeilge. Ar an suíomh gréasáin, d’fhéadfá cliceáil ar do rogha tionchaire agus a aistear Gaeilge a leanacht. Bheadh tascanna nua le déanamh ‘chuile sheachtain agus iad bunaithe ar sprioc fhoghlamtha an tionchaire a bhí roghnaithe agat. Ag deireadh ‘chuile sheachtain, bheadh suaitheantas le buachaint ag an té a bhí ag glacadh páirt fad is go gcríochnóidís na tascanna ‘chuile sheachtain. 

Is teicníc mhargaíochta an-úsáideach é an cluichiú. Spreagann sé daoine le sprioc phearsanta a bhaint amach agus is bealach éifeachtach é le do bhranda a chur os comhair lucht féachana nua.

Chabhraigh an cluichiú linn le daoine a chur ar an eolas faoi Fhoras na Gaeilge agus na h-acmhainní a chuireann siad ar fáil d’fhoghlaimeoirí Gaeilge.

An Nuachtlitir

Cruthaíodh nuachtlitir don fheachtas seo le daoine a choinneáil ar an eolas faoi ranganna Gaeilge, acmhainní, noda, agus sa chaoi is go leanfaidís aistir na dtionchairí.

Is pointe teagmhála éifeachtach é nuachtlitir a bheith agat mar bíonn ceangal díreach ann le do lucht féachana. Faigheann siad gach ríomhphost a sheolann tú agus ní gá a bheith san iomaíocht le haon algartam ar nós mar a bheifeá ar na meáin shóisialta.

Tháinig ardú 80% ar líon na ndaoine a bhí cláraithe do nuachtlitir ghinearálta Foras na Gaeilge mar gheall ar “Creidim Ionat”. Is iontach an rud é gur spreag “Creidim Ionat” an lucht féachana le leanacht ar aghaidh leis an nGaeilge fiú théis an tréimhse cúig seachtaine.

Creidimid Ionat

Idir raidió agus margaíocht dhigiteach, táimid lán-mhuiníneach go bhfuil tú féin réidh le do straitéis mhéain a chruthú anois. Más féidir linn, is féidir leat!