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How we got Brighton to
#BeMoreSnail
Hannah Clare // Martlets Hospice
SLIDESHARE.NET/HANNAHELLENCLARE
@HANNALYTICAL
Geronimo01
Artist: Emma Fish
Geronimo01
Artist: Emma Fish
Geronimo01
Artist: Emma Fish
Going two steps back…
This was our second sculpture trail, following
Snowdogs in 2016
Geronimo01
Artist: Emma Fish
The premise
50 Snails
57 Junior Snails
45 Sponsors
8 weeks of city-wide joy
Geronimo01
Artist: Emma Fish
It achieved…
£300,000 for Martlets
31 million hashtag impressions
More than 6,000 app downloads
£1m of media value
Geronimo01
Artist: Emma Fish
Geronimo01
Artist: Emma Fish
Digital Elements
Specialist campaign website
Campaign FB, TW, IG
App
Emails
Geronimo01
Artist: Emma Fish
Website
Get your hosting right
Test test test
Prepare for changes needed throughout
campaign
Geronimo01
Artist: Emma Fish
Social
Try to have coverage 24/7
Engage and encourage UGC
Plan big days
Geronimo01
Artist: Emma Fish
#BeMoreSnail day
2nd time trended throughout
26 mile walk with Norman Cook
Big hitters can be surprising…
Geronimo01
Artist: Emma Fish
1. Contact people
Pls RT feels gross but it works
Geronimo01
Artist: Emma Fish
2. Have a plan for the lows
#CupOfSnails
Geronimo01
Artist: Emma Fish
3. Don’t forget your message
#BeMoreSnail
How Brighton Went #BeMoreSnail for Martlets Hospice

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How Brighton Went #BeMoreSnail for Martlets Hospice

Editor's Notes

  1. Remember me? If you came to Brighton SEO last September, or you’re from the area, you may have seen 50 glorious giant Snails, which started appearing on our streets almost a year ago to this day
  2. These glorious creatures were part of our Snailspace campaign, which aimed to raise funds and awareness of Martlets Hospice.
  3. Just to go two steps back before I get into it, I wanted to say that this was our second trail. This put us a few steps forward: We already had some presence on our social media (and just changed the names) We had the experience of the last one to help guide us this time (although I didn’t work on Snowdogs) We had a full team working on this – including a dedicated project manager, for 18 months before and two interns to support digital during this time
  4. Snailspace comprised of 107 Snails and started for us in June 2017. Etc etc what the slide says
  5. £300k after costs 31 million hashtag impressions on #BeMoreSnail Huge thanks to brandwatch who helped us with access to software and threw themselves into the campaign fully and also enabled us to gather things like this:
  6. £300k after costs 31 million hashtag impressions on #BeMoreSnail Huge thanks to brandwatch who helped us with access to software and threw themselves into the campaign fully
  7. Things I learnt
  8. Things I learnt
  9. This was mid way through – 19th October. Engaged all our schools, youth groups, sponsors and asked them to do something (well in advance) Had Norman Cook do a 26 mile walk which got us coverage Caroline Lucas had better reach?
  10. Things I learnt
  11. Contacting people asking them to RT you feels gross but it works. So does preparing posts ahead of special days, with graphics and asking them to share
  12. We knew the time between them going off the streets and our auction would be low for engagement so we made a plan to solve it – did a world cup of Snails. Also plan for your surprises – Royal visit meant we got engagement on those days, so did bake off?
  13. Really easy in the throw of a massive campaign to forget what it’s for. But actually it was about slowing down and enjoying life!