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Institute of Coding wins big at this year’s PR Week and DADI Awards


The Institute of Coding wins big this year, taking home Most Innovative Use of Social, Best Public Sector Social Media Strategy/Campaign and The Chair Award at the PR Week Awards, in addition to Best Public Sector and the Grand Prix at this year’s DADIs.


As a new organisation – the Institute of Coding had a problem with brand recognition as well as awareness of its role and offering with a diverse 15- to 21-year-old audience. This was crucial to helping it achieve the rest of its objectives, so Karmarama had to come up with a solution.


In-depth research helped gain understanding of how the audience consumed media and information, while also identifying barriers that were fundamental to low engagement. On the basis of this, a strategy was deployed to engage target communities via their online behaviour.


A three-pronged campaign was devised, featuring a series of interviews with Dazed 100’s digital fashion collective, DIGI-GXL; a short film exploring diversity in gaming with London Gaymers; and a three-part documentary series, called 404 Not Found. All of this was underpinned with content created in collaboration with 22 influencers.


On top of large increases in social media followers and impressive engagement figures, overall KPIs were measured against course sign-ups: the campaign resulted in a 775 per cent uplift in visits to the IoC course catalogue over two months and a six-fold increase in sign-ups.


Click here to view the work.


Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2020.