Leverage the power of social media to help increase traffic to the Post Office branches, increase sales of parcels/letters and overcome negative perceptions
Launch a #LoveSundays real-time marketing campaign to dominate media for one day only and leverage Lithium Response (formerly Lithium Social Web) to monitor and track awareness and customer engagement on social media
In research, it was revealed that our customers had low awareness of Post Office's Sunday opening hours. We were tasked with creating widespread awareness of Sunday opening hours. The strategy was to dominate Twitter for one day only with #LoveSundays, celebrating everything great about Sundays, from brunch to pajamas to Sunday dinner and—of course—Post Office's Sunday hours. Twitter was the perfect place to generate broad awareness and to engage our audience with the core campaign message.
We used a social content tiered approach that focused on: 1. Activation: The planned Twitter content was designed to align perfectly with people's Sunday activities, and we ran mini competitions throughout the day encouraging user generated content, in exchange for onesies, Costa Coffee vouchers and more. 2. Reactive: We produced social content reactively when topics relevant to our customers were trending in order to increase the reach of our message, as well as offering real-time, personalized customer service by helping customers notice that their nearest branch is open on Sundays. 3. Prepared: We had a ‘war room’ for our campaign day, prepared our agencies partners and were ready with aligned content that tapped into key weekend ‘moments.’
We leveraged Lithium Response to help us in the monitoring and response phases of the campaign. With monitoring, our team of agents looked for conversations with keywords and phrases in Response, and we also used the tool to respond. The tool helped us organize all the massive conversations into appropriate queues and manage agent efficiencies by routing to different team members for approvals.
Lithium Response surfaced customer data seamlessly, which helped us deliver personalized interactions both during and after the campaign, specifically:
The team’s response to Lithium Response was very positive. Lithium Response is already an established platform within Post Office—shared between marketing, corporate communications, and customer service—and we already deal with thousands of conversations a week, but this campaign allowed us to share access with our two marketing agency partners on the day we had our ‘war room.’ This was the first time both agencies had used Response, and both found it to be very easy to use—requiring only ten minutes of training. With us all using the same platform, there was no duplication with our replies, and above all else—we ensured that standard customer service queries didn’t go forgotten. By getting our agencies to use Lithium Response, it gave us a safety net—with all their replies going through to us, via Lithium, for approval, before getting published. With the approval process all being within Lithium, it made it more efficient instead of emailing each other internally.
The campaign highlighted the importance and effect that good quality customer interactions can have on amplifying a campaign and changing perceptions of a brand, just as much—or more—than broadcasting status updates. As such, we expect both teams to be working much closer together for future campaigns, as well as upskilling our customer care agents with marketing skills, so they can spot more ‘moments’ to help amplify our corporate messaging within their replies.