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A Christmas cracker of a social media campaign

Social Media Content Marketing

Brief

As an agency we have seen year on year growth since we were founded in 2010 and at the end of 2018 we knew we wanted to continue this trend in 2019. Knowing that we were entering an economically challenging year, due to Brexit and increased competition, we wanted to get the phone ringing the minute the doors opened in 2019. So we tasked ourselves with creating an attention-grabbing social media campaign through content marketing.

Action

Having set ourselves some specific targets; to drive new business leads, gain ten newsletter signups and achieve social reach we set our minds to creating an engaging digital content marketing campaign.

Our idea was to reiterate our brand proposition and make our message heard (quite literally) in the form of a 12 days of Christmas parody song, featuring our staff and an Acapella group.

As a team we brainstormed the lyrics, recorded the song, filmed the video with all our staff, resulting in an output of 14 videos: 1 full length, 12 individual days and a blooper reel. This was supported with printed Christmas card featuring the YouTube url within it, and a communications campaign across website, email, Instagram, Facebook, LinkedIn and Twitter.

Results

Our employees were key in cascading our message and this integrated approach led to a radio interview with our founder Rachel Roberts and PR & Communications executive Sabina Mack on Demon FM as well as coverage in employee engagement blog, Contact Monkey.

Most importantly we achieved 13,254 video views and over 44K reach which had exactly the effect we were looking for. We had 6 new client wins in the first 6 weeks of 2019 and 3 lapsed clients briefed us in Q1 of 2019. We also succeeded in getting newsletter sign ups and our work was shortlisted for a Social Media Marketing Award, a CIPR Midlands Pride Award and a PRCA Dare Award in 2019.