Company: Post Office
Entry submitted by: Darren Jones (Social Media Manager)
Lithy Category: Marketing Champion
With over 370 years of service, Post Office is the UK's largest retail network and the largest financial services chain in the UK with more branches than all of the UK’s banks and building societies put together. We also have growing direct channels such as contact centers and online - meaning they’re there for more customers, in more ways.
Post Office is now more than it ever was - an independent multi-channel business, with a vibrant, fast-growing financial services business and embarking on a new era of growth, modernization and customer excellence in serving the UK population.
Our unique promotion
In research, it was revealed that our customers had low awareness of Post Office's Sunday opening hours, and there customers had a negative perception of us as not being open around them. We were tasked with creating widespread awareness of Sunday opening hours. The strategy was to dominate Twitter for one day only with #LoveSundays, celebrating everything great about Sundays, from brunch to pajamas to Sunday dinner and - of course- Post Office's Sunday hours. Twitter was the perfect place to generate broad awareness and to engage our audience with the core campaign message.
Our strategy and tactics
Our strategy was shaped around using social media to help increase footfall into branches, increase sales of parcels/letters and overcome negative perceptions. The solution was to launch a #LoveSundays real-time marketing campaign, with a tiered content approach that focused on:
LSW helped us organize all the massive conversations into appropriate queues, as well as helping us to surface customer data- helping us to delivery personalised conversations, specifically:
The campaign was extremely effective and we exceeded all of our campaign objectives and benchmarks in just one day:
We also had several thousand more customers in the week immediately after #LoveSundays. Across web and in-branch it grew volume (7%), value (10%) and income (5%) for instant short term gain in trading.
The campaign highlighted the importance and effect that good quality customer interactions can have on amplifying a campaign and changing perceptions of a brand, just as much – or more - than broadcasting status updates. As such, we expect both teams (customer service and marketing) to be working much closer together for future campaigns, as well as upskilling our customer care agents with marketing skills, so they can spot more ‘moments’ to help amplify our corporate messaging within their replies.
For more, please visit https://storify.com/PostOffice/the-post-office-is-changing
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