Our #SummerSorted campaign, which ran from June – September 2016, intended 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.
Company: Post Office UK
Entry submitted by: Darren Jones (Social Media & Audience Insight Manager)
Lithy category: Social Marketing Champion
As one of Europe’s largest retail networks with more than 11,600 branches, Post Office is the UK’s market leader in mails, the fastest growing provider of personal and business banking services, biggest bureau-de-change, and an important source of footfall and income for the more than 10,000 independent businesses that run their branches.
Goal and key strategies:
Our #SummerSorted campaign, which ran from June – September 2016, intended 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. It was an integrated effort and the first time we bench-marked a social campaign with Lithium Social Media Management.
In order to achieve the above goals and objectives of the campaign, we needed to create a campaign which was relevant to the different audiences we were targeting. This audience-first approach saw us looking at the interests of our competitors’ followers, and what type of content those audiences are engaging with on social.
Taking this information, we split our social strategy into four focus areas:
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.
We also used the Lithium Social Media Management alerts feature helped ensure that we didn’t let Customer Service slip during this busy campaign. The platform kept us well-informed and up-to-date on real-time service alerts, volume alerts, influencer alerts and publishing alerts. We were all moving so fast during the campaign so this helped ensure we engaged quickly and that every customer was attended to appropriately.
The campaign achieved the goals and objectives set out, with the most significant metric being 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, which is important for growing our Financial Service credibility – edging us closer to be the leading financial service provider by 2020.
Furthermore, 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.
Our activity contributed to more than 8,000 online sales, which we were able to track by installing Facebook and Twitter pixels on the checkout pages, which was largely driven by on-going testing and optimization of messaging and targeting. Lastly, we are so proud to have a 38-minute response time to questions, discussion and complaints across social media, exceeding the industry average of one hour – especially pleasing given we had 36,000 conversations taking place during the campaign period.
A few other metrics we are proud of include:
Lastly, #SummerSorted helped demonstrate brand authenticity and product.
Watch the video: https://www.youtube.com/watch?v=SIo1Ui_Stow
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