Social media strategy engaging businesses and consumers
Once upon a time
Basingstoke and Deane Borough Council wanted a new social strategy, to raise awareness of the positive aspects of working and living in Basingstoke. So they approached us to build a strategy and creative campaign that would complement their marketing activities, attract new investment to the town and engage local residents.
Twist in the tale
Our strategy and launch campaign had to have a wide appeal to capture and engage both local businesses and residents. To do this we launched the Business Built In proposition alongside the B Here Now campaign.
We created the #BusinessBuiltIn used influencer outreach and social storytelling to shout about the benefits of basing your businesses in Basingstoke. The campaign focused on several themes, including connectivity and the digital economy, and encouraged businesses of all shapes and sizes to share their experiences.
The second strand, B Here Now, was all about raising awareness of living in Basingstoke. To encourage social conversation our strategic thinkers did a deep dive into social listening to make sure our content aligned with what people were talking about and the audience’s needs. We set up the #BHereNow to promote the campaign. It also made analysing and segmenting data much easier.
Our team used plenty of other engagement tactics too. We collaborated with the Basingstoke team and uploaded a B-shaped frame to the website, encouraging the audience to print the frame and use it to capture something special about the town, and we incentivised the campaign by entering participants on Twitter and Instagram into a prize draw.
The social strategy supported the overall placemaking project, promoted inward investment and demonstrated the benefits of having a business in Basingstoke 💪 Engagement levels increased by 655.6% on Twitter within the business community.