Next Project
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 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.
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.
Within a year, Landsec’s social community as a whole grew to 34.2K (+18% YOY). Using the brand-new social look, feel and messaging, this content gained a whopping 52M impressions (+121% YOY), 321K engagements (+444% YOY) and 89.8K link clicks (+497% YOY).
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total community (+18% YoY)
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impressions (+121% YoY)
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engagements (+444% YoY)
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link clicks (+497% YoY)
