social strategy reset
The CHALLENGE
Landsec’s social approach for the London locations One New Change and Create Victoria had become stagnant, so they reached out to us to audit their channels and advise on what they needed to do to improve results.
The two locations were stuck in a cycle of low awareness, low engagement and low consideration as their current social approach focussed on a predominantly organic approach with ad hoc campaigns that didn’t deliver consistent results. They were failing to cut through the noise of the competitive London leisure and hospitality scene on social, so needed to shake things up to encourage footfall from both new customers and the current community.
THE INSIGHT
The previous activity was expected to make the jump from initial awareness directly to footfall, skipping the important customer journey in-between and the opportunity to nurture the audience and nudge them towards the end goal of site visits. The locations’ social presence wasn’t tailored to reach the right people, at the right time, with the right messaging which meant it wasn’t getting the right results.
The Solution
Hitting reset.
A clear customer journey needed to be identified to nudge people from awareness to visits, which meant every aspect of the strategy from channel roles and content to community management and paid support needed an overhaul.
We developed a social toolkit refreshing the paid, earned, and owned social approach for both locations, as well as creating a social native look, feel, and messaging framework that would help Landsec’s content grab attention on the platforms.
Through a yearlong consultancy retainer, we ensured best practice, test and learn and innovation underpinned all social activity across Instagram, Facebook and Twitter. Implementing a robust reporting framework that allowed us to measure and optimise activity to achieve the best performance.
The impact
The strategy was a success, driving results across the customer journey -
34.2k total community +18% YoY
52m impressions +121% YoY
321k engagements +8444% YoY
89.8k link clicks +497% YoY
This includes 9.2k high-intent website page views from social, focused on planning a visit to the locations. This was a huge 1269% increase YoY, signifying a clear journey between awareness and footfall had been established and can be built on for future activity.