We were tasked with using their existing social media channels to run a month-long campaign to increase the presence, use and engagement of the Love Basingstoke initiative to promote the town as a fun, vibrant and positive place to live, work and relax.
We launched a competition prompting people to share pictures of their pets out and about in Basingstoke. All entrants would need to use the #LoveBasingstoke hashtag to qualify. Although it usually does not take much prompting to encourage people to put a picture of their pets on social media, we sourced a competition prize of a pet hamper, which was donated by Pets at Home, as an incentive.
Incentivisation is widely recognised as a primary driver for a successful social media competition, as well as encouraging social sharing and a voting mechanism. We built both of these functions into the Love Basingstoke campaign too. Finalists were chosen from all of the entries received over each week, with the final four – three dogs and one cat – being put to a public vote across Facebook and Instagram. We asked the finalists to share posts on their own social media feeds, as this increases both organic reach and hopefully, engagement.
“It has been a real pleasure to work with The Typeface Group on the Love Basingstoke campaign. They really understand how to cut through social media white noise to reach target audiences who will engage with content both in the short and long term. The competition surpassed our expectations and I hope that Basingstoke’s pet lovers enjoyed it as much as we did.”
Sarah Steele, Love Basingstoke
PEOPLE WITH A SINGLE ORGANIC POST, 3 X THEIR FACEBOOK FOLLOWING
INCREASE IN ENGAGEMENT
MORE ENTRIES THAN PREDICTED
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