SOCIAL MEDIA CASE STUDY | SITTING WITH JANE

Sitting With Jane social media case study. Social media management services provided by the Typeface Group.

THE REQUIREMENT

  • Keep the buzz going about the Sitting With Jane project via their social channels.
  • Encourage users to post their photos, download the app and to interact with the social media accounts.
  • Generate local, national and global awareness of Basingstoke, Alton, Winchester and surrounds and their links with Jane Austen.
  • Create posts that encouraged people to engage with the accounts and extend their reach.
  • Support the other Jane Austen 200 activities that were happening throughout the summer.

THE SOLUTION

  • Daily updates on the project, sponsors, artists and events surrounding the BookBenches. Tagging them into updates where possible.
  • Facts, trivia and interactive type updates on Jane Austen and the benches to encourage engagement.
  • Updates that encourage User Generated Content (UGC).
  • Using UGC to drive more engagement and, depending on volumes, collated top photos to make short videos to share across the platforms.
  • Working alongside and advising all parties to ensure that the ‘Sitting With Jane’ project is getting the most exposure.
  • Analysed and reported back to Destination Basingstoke to make suggestions of other collaborations and ideas to keep the momentum going.
  • Streaming the Auction live to allow those that enjoyed the trail to see how much money was raised for ARK Cancer Charity.

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People reached during the 12 week SWJ trail

THE RESULTS

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Impressions during the 12 week trail

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Increase of Facebook likes during the 12 weeks

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Increase twitter followers during the 12 weeks

The Typeface Group took on the Sitting With Jane project with great enthusiasm, it was clear from the start that they would not only carry out our brief of managing social media for this big project, but they would add great value with the many ideas of their own. The project was a challenge for us as a small business, with so many operational aspects to manage as well as the PR it was a huge reassurance to know that Typeface was able to keep engaged with our developing fan base. They did this 24 hours a day, from before the project was live – helping develop a real buzz and anticipation – then throughout the event, responding to queries (even the difficult ones!), coming up with innovative ways to engage with fans, sharing photos submitted by fans and  always using their initiative to get the conversation going. The mix of planned activity and responsive activity was a very effective combination. Their involvement doubtless increased the impact of the project and was an important part of the success. Thank you to all at Typeface who contributed so much, going way beyond our expectations and the brief.

Felicity Edwards

Managing Director, Destination Basingstoke

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