Summary

Beating the drum for Welsh language music in a campaign that made more people want to learn Welsh. 

Objectives

Dydd Miwsig Cymru supported the Welsh Language Strategy – a long-term vision of reaching 1 million Welsh speakers by 2050. Our brief was to deliver a bilingual, integrated PR and social media campaign that raised awareness of the day and Welsh language music and to:

  • Drive 2,000+ visits to the Cymraeg website
  • Reach 5m people through campaign hashtags: #DyddMiwsigCymru #WelshLanguageMusicDay
  • Get 20+ pieces of media coverage.
Results
  • 74% of survey respondents cited that Welsh Language Music Day made them want to learn more Welsh
  • 88 pieces of local & national media coverage including BBC Breakfast, 6 Music and NME were secured, beating our target by 340%
  • During the campaign period 28,577 users were directed to the Cymraeg website, beating our target by 1328.85%
  • Video content reached more than 2.6 million people and was viewed by more than 1.6 million people
  • 318 schools and 183 businesses participated
  • 5K+ visits to stakeholder webpage
  • 2850 + attended gigs.
74%
of people wanted to learn more Welsh because of the day
88
pieces of coverage, including BBC Breakfast
1.6m
video views
Nearly 30,000
website click-throughs
How we did it?

From securing Rhys Ifans as an ambassador and interviews on BBC 6Music, organising gigs for all ages around Wales, millions of video views, to securing a live spot on the BBC Breakfast sofa for Huw Stephens to talk about Welsh language music to the whole of the UK, this campaign was a wild ride which smashed its objectives.

Wales is the land of song,  but we knew that audiences might have preconceptions Welsh language music was limited to folk and choirs.  Our strategy was three-pronged:

  1. Create playlists to showcase the diversity of music
  2. Use ambassadors to promote the day and playlists
  3. Take the music to grassroots communities across Wales.

Highlights included:

  • Working with a famous Welsh DJ we created six playlists (acoustic, electronica etc) sharing them where people listen in 2018- online platforms like Spotify and Apple Music.  We also forged a partnership with Shazam, creating a unique code, scannable on smartphone camera, featured on collateral such as keyrings, stickers and posters, directing to the playlists.

  • Ambassador films with Rhys Ifans, Huw Stephens and Ashli Todd from the world's oldest record shop, Spillers, in which they picked out their favourite tracks from the playlists.

  • Coverage everywhere from BBC Breakfast, BBC 6 Music and NME to local, regional and hyperlocal news around Wales.
  • Grassroots events across Wales which included a DJ tour around schools and high streets, a baby rave, school disco, and gigs in traditional and unique venues. 
  • Films with representative audience members listening and responding to Welsh language tracks for the first time.

  • Bringing partners on board from across the private and public sector, including EE's Twitter feed conversing in Welsh on the day.