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Brighton SEO - How We Got Brighton to #BeMoreSnail

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Brighton SEO - How We Got Brighton to #BeMoreSnail

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

Editor's Notes

  • 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
  • These glorious creatures were part of our Snailspace campaign, which aimed to raise funds and awareness of Martlets Hospice.
  • 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
  • Snailspace comprised of 107 Snails and started for us in June 2017. Etc etc what the slide says
  • £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:
  • £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
  • Things I learnt
  • Things I learnt
  • 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?
  • Things I learnt
  • 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
  • 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?
  • 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!

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