As part of Mitchells & Butlers’ digital recruitment and overall attraction strategy, spottydog was tasked with developing a social media campaign and content plan to help raise awareness of the wellbeing benefits that a retail role at Mitchells & Butlers offers.
Our approach was to showcase the fitness wellbeing opportunity that a frontline retail career in hospitality provides by creating Mitchells & Butlers very own step challenge. Tapping into the trending hashtag, #NationalWalkingMonth, we worked closely with four employees, provided each of them with a fitness tracker and challenged them to record their steps in the workplace during the month to see who clocked up the highest number.
To communicate the results, we created weekly graphics that showcased each individual’s progress. Drawing on Mitchells & Butlers’ branding and core colours, we created a distinct campaign that put the spotlight on each employee’s progress. Using the graphics, we shared updates across Mitchells & Butlers Careers’ social media channels – Facebook, Twitter, Instagram & LinkedIn – and cascaded the information through internal channels to also help generate awareness across the business.
Over the course of the challenge, the employees taking part achieved over 1.8 million steps which both acted as credible evidence for the campaign’s claims and raised awareness of the fitness benefits of a retail role in hospitality.
The campaign performed very well on social media with all channels achieving a positive uplift in channel performance compared to the previous month – this included a 38% increase in LinkedIn followers, a 180% increase in Twitter engagements, a 34% increase in Facebook organic reach and a 96% increase in Instagram engagements.
The campaign itself achieved a great 6k organic reach and 187 engagements on Facebook, 2.6k impressions and 62 engagements on Twitter and 9.6k impressions on LinkedIn.
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