Build awareness of Post Office UK’s Travel Money product and improve brand sentiment
Leverage Lithium Social Media Management to plan, execute and measure the #SummerSorted social media marketing campaign
The exciting part of this campaign is that we took a business problem and made real impact with social - and have the numbers to prove it. Our #SummerSorted campaign, which ran from June – September 2016, was an integrated effort and the first time we benchmarked a social campaign with Lithium Social Media Management. From a business perspective, we knew we had to build awareness of our Travel Money product, get more people to buy it, and improve brand sentiment to be successful with this social campaign.
Well, we took an audience-first approach, meaning we did our research on which audiences we should target. We looked at the interests of our competitors’ followers versus our own. We also looked at what type of content those audiences are engaging with on social. Once we had our target audience and priority content themes, we split our social strategy into four focus areas.
The four areas we focused on for the #SummerSorted campaign were:
At a high-level, it was a busy Summer for all of us on the marketing team so we needed the right social technology that we could depend on. With #SummerSorted, we had over 300 assets, 15 contests with 91 prizes, and more than 36,000 conversations to monitor (all in real-time). Plus, there were many people involved (including agencies) in the planning, design, and activation of the campaign.
So, of course, we needed the right technology to manage the campaign and Lithium Social Media Management delivered. The two areas that really stood out include:
Of course - that’s the fun part. The team did some exciting things to make sure we engaged customers at every point of their Post Office UK journey as well as integrate with other teams.
We created a real-time Lithium dashboard to monitor and optimize activity. We also looked at social performance by social channel – Facebook, Twitter and Instagram. On Facebook, we had a very strong CTR of 1.77% compared to our 1% benchmark. On Twitter, the campaign generated over 120k engagements at an average engagement rate of 3.74%. As a comparison, the average engagement rate is 1.88% for the Financial services industry in the UK on Twitter.
The most significant metric was that we increased subscribers 113% through the development of engaging content. We now have more subscribers (and more Facebook followers) than Yorkshire Building Society and Tesco Bank. This clearly helps us grow our brand awareness and edges us even closer to be the leading financial service provider by 2020.
Our activity contributed to more than 8,000 online sales, which was a result of on-going testing and optimization of messaging and targeting. Lastly, we are so proud to tout a 38-minute response time to questions, discussion and complaints across social media, exceeding the industry average of one hour. A few other metrics we are proud of include: