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#Islington50s campaign

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PPRG Marketing Excellence Conference 2018
Social Media Marketing Winner
Islington Library and Heritage Services

Published in: Marketing
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#Islington50s campaign

  1. 1. #islington50s campaign
  2. 2. Project summary • To raise awareness • To engage residents of all ages and interests • Book, music and film recommendations from the 1950s – Resources available at two libraries – Supporting booklist – Images courtesy of our Local History Centre.
  3. 3. Target group • Islington residents • Library users and non-users • Neighbourhood Twitter accounts such as @Archwegian @IslingtonLife • Local councillors and their Twitter accounts • Local colleges and schools
  4. 4. Project dates • Started 1 July 2016 • Ended 31 July 2016
  5. 5. Promotional objectives • Draw awareness of the range of offers available from Islington Libraries • Five daily tweets: 1. image of somewhere in the borough in the 1950s 2. 1950s book recommendation 3. 1950s music album recommendation 4. 1950s film recommendation 5. image of somewhere in the borough in the 1950s
  6. 6. Local history images • Noteworthy events – street parties to celebrate the coronation – open air events • Local streets and amenities
  7. 7. Books • Popular titles such as: – Gerald Durrell’s My Family and Other Animals – Elizabeth David’s Book of Mediterranean Food – Isaac Asimov’s Foundation – Raymond Chandler’s The Long Goodbye
  8. 8. Music • From the likes of: – Dave Brubeck – Miles Davis – Buddy Holly – Little Richard – Frank Sinatra – Elvis Presley
  9. 9. Film • Popular titles such as: – Ben-Hur – From Here to Eternity – Lavender Hill Mob – On the Waterfront – Some Like it Hot
  10. 10. Meeting the objectives • Social media • Book list • Emails to partners • Libraries Taskforce blog – https://librariestaskforce.blog.gov.uk/2016/09/07 /a-shared-sense-of-place-and-mutual-interests- islington50s
  11. 11. Evaluation • Total reach on Twitter was 2.3 million – Residents shared their own 1950s images of the borough – Around 100 additional followers – Councillors retweeted and liked – Local film clubs, theatres, pubs, architects and creative industries became new followers – 91.3% positive messages • “fantastic photo”, “best music album ever”, “we’ve just read this book at our book club”, “how long are you running this campaign?” • Materials publicised or mentioned via the promotions were exhausted within days • The Local History Centre saw a spike in enquiries
  12. 12. Progression • It was such a success that we continued the theme: – #islington60s – August 2016 – #islington70s – September2016 – #islington80s – October 2016 – #islington90s – November 2016 • #islington50s to #islington90s resulted in a total reach of 14.2 million • Featured on the Libraries Taskforce blog

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