Company: Bank of England
Company background: The Bank of England is the central bank of the United Kingdom and the model on which most modern central banks have been based. Established in 1694 to act as the English Government's banker, and still one of the bankers for the Government of the United Kingdom, it is the world's eighth-oldest bank.
Contact: Florence Adu-Yeboah
Title: Social Media Manager
Related URLs:
https://www.bankofengland.co.uk/banknotes/polymer-20-pound-note
https://twitter.com/bankofengland
https://www.facebook.com/bankofengland.co.uk/
https://www.youtube.com/user/bankofenglanduk
Kudos Category: Small but Mighty
1. Describe your company and your organization.
The Bank of England is the central bank of the United Kingdom and the model on which most modern central banks have been based. The Bank of England’s mission is to promote the good of the people of the United Kingdom by maintaining monetary and financial stability.
2. Why did you choose to invest in Khoros?
We decided to invest in Khoros because it encompasses all of the essential functions that we were looking for in one platform. It enables us to effectively manage all of our media channels in one location and allows for our public enquiries team to respond to queries that are posted on our social media channels by members of the public. Through Khoros we can effectively oversee all workflows, track our analytics and deliver multichannel campaigns.
3. How does Khoros help you deliver results beyond what a team your size normally can do?
For the #TheNew20 campaign we were tasked with delivering a social media campaign with the unique objective of generating maximum national awareness of the new £20 note. This meant that we needed to make at least 60% of the U.K public aware of the new £20 note by the time it was released.
The use of the Khoros calendar feature enabled us to deliver results beyond what a team our size could usually do because it made it possible for us to effectively map out and execute a fully integrated digital campaign to run over the course of six months.
Content planning
Through building a content plan in Khoros, we were able to view the deployment of our paid advertisements alongside our organic posts which allowed us to constantly review our plan ensuring that our key messages were scheduled to reach our audience at specific times and significant dates throughout the duration of the campaign.
The Khoros Content Centre enabled us to house all of our £20 note campaign multimedia assets in one location. As a small team this gave us the capacity to be able to feed content to our channels at the volume and speed required to achieve our campaign objectives.
Creative aspects
Being able to organise and manage all aspects of our campaign through Khoros increased our productivity and gave us time to focus on the creative aspects of the campaign. Our campaign provided key information about #TheNew20 in an engaging way. We used visuals to tell the story of the man whose portrait appears on the £20 note, artist JMW Turner and to explore how some of the unique features on the note relate to his work. We shared a cryptic post which was published at 20:20 on the 20th February 2020 as a way to mark the launch date and posted a fun fact each day during the countdown to the launch. We also posted our #New20 brand video which has received over 131,753 views.
Going viral
We brought our #TheNew20 campaign to a wider audience through partnering with Snapchat to launch a special AR filter that when pointed at a new £20 note brings JMW Turner's painting, The Fighting Temeraire and self-portrait to life. We used Khoros to schedule posts to cross-promote the launch of the new lens on our social media channels. This resulted in an influx of user generated content with people sharing their own videos of the new £20 note. These videos went viral on Tik Tok, gaining approximately 1.3M views collectively.
Analytics
The use of the Khoros analytics dashboard enabled us to track the data for our campaign, constantly monitor the performance across our channels and adjust the campaign accordingly. Over the duration of the campaign we scheduled 93 posts through Khoros which gained approximately 4.84M impressions (excluding Twitter impressions) and a total engagement level of 127.47K.
Launch day
On the launch day of the new £20 note, the phrases ‘New £20’ and ‘JMW Turner’ were trending on Twitter across the UK which demonstrated that as a social media team we had achieved our #TheNew20 objective of gaining a high level of awareness of the new £20 note. We were really pleased to see the results of all of campaign planning through Khoros achieved on the launch day which proved to be a vital tool in our £20 note campaign.
