Case Study

Dydd Miwsig Cymru

Every year since 2018, we’ve beat the drum for Welsh language music in a multi-channel campaign that’s made more people want to learn Welsh. Coverage everywhere from BBC Breakfast to The Guardian. Spotify and Shazam partnerships and playlists. School competitions. Business collabs. Securing celebrity ambassadors. Free gigs across the world from Budapest to Brooklyn.  Your next favourite song might just be made in Welsh.  

Objectives

  • PR – Create an engaging communications campaign that gets a key audience of parents, guardians and children, alongside others, listening to Welsh language music.
  • Increase coverage outside of Wales by 10% year on year.
  • Social – Increase social media engagement with the hashtag #DyddMiwisgCymru by 15% year on year.
  • Partnerships – Create an engaging ‘stakeholder pack’ every year that will allow new audiences, businesses and schools to participate in the campaign easily
  • Collaborate with 5 new businesses, as well as collaborate with existing stakeholders, businesses and influencers to reach and engage with audiences in Wales and the world.
  • Events – Work with partners to deliver events across Wales every year to celebrate Dydd Miwsig Cymru and engage with new audiences.
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Pieces of coverage, including BBC World Service, BBC 4 Today programme, BBC 5 Live and 6Music
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Large events organised, including the first ever Dydd Miwsig Cymru gig outside of Wales
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Total reach since 2019
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Combined total social media engagements

Content from the Campaign

We use a whole range of creative tactics to turn more onto miwsig, including:
  • Mood-led Spotify playlists created to introduce new listeners to new miwisg. Partnership with Shazam for scannable codes to direct people to the playlists.
  • Media coverage secured on BBC Breakfast, BBC 6 Music, BBC Radio 2, BBC Radio 4 Today programme, BBC Radio 5 Live, The Guardian, Vice, NME, ITV and many more.
  • Celebrity ambassadors including Rhys Ifans and Ruth Jones secured for film content and media interviews.
  • Ysgol HipHop, a competition for school children to create their own Welsh language raps, attracted 100s of entries.
  • Free gigs organised everywhere from the Senedd to the smallest house in the UK, Bangor to Brooklyn, Budapest and the British Music Experience in Liverpool.
  • Partnerships with businesses including John Lewis, EE, HSBC, Lush, KFC, Dwr Cymru Welsh Water and Admiral.