Blog : Social media

The London Eye: Capturing a moment in time
Stripe Communications

The London Eye: Capturing a moment in time

CAPTURING A MOMENT IN TIME

CLIENT : THE LONDON EYE

THE BRIEF

How do we keep The Coca-Cola London Eye front of mind during key seasonal sales periods and position the brand as an iconic London landmark that is a must see attraction for both domestic and international tourists?

THE STRATEGY

Mo Farah was set to race for the last ever time on the track at the London IAAF Athletics World Championships on 12th August finishing his career as Britain’s most successful athlete of all time. We invited Mo for a final lap of honour atop of the London Eye, the day following his race to celebrate this moment in time and join two London icons together.

THE RESULTS

We created a “Mo-ment” in time that graced domestic and international news channels, a front page of the Metro, the 2nd most viewed video on BBC.co.uk/News and phenomenal social media reach – all positioning and reaffirming the London Eye as an iconic London Landmark.

MTB World Cup: A new approach for 2017
Stripe Communications

MTB World Cup: A new approach for 2017

A NEW APPROACH FOR 2017

CLIENT : MOUNTAIN BIKE WORLD CUP

THE BRIEF

Stripe have managed PR and digital for Fort William Mountain Bike World Cup for the last 8 years. For 2017, they wanted to break out of the specialist sport sector and broaden the appeal, taking the event experience to new audiences.

THE STRATEGY

We combined year on year data analysis with fresh social intelligence and target audience insight to develop an evolved approach. Based on the research findings, we put much greater emphasis on tailored social content and segmented advertising, making more of our talent access with live broadcasts and retargeting to drive conversation and early bird bookings.

THE RESULTS

We reached more than 250,000 people via social alone as part of our early bird campaign, resulting in tickets sales 15% higher than the previous year.

John Lewis – Christmas
Stripe Communications

John Lewis – Christmas

JOHN LEWIS: THE BATTLE TO OWN CHRISTMAS

CLIENT : JOHN LEWIS

THE BRIEF

In the words of the media, Christmas 2014 was set to be a retail blood bath, with heavy discounting from competitors on the high street and online. John Lewis refused to play the game, sticking to its guns of offering great service rather than be driven by price. Working as an extension of the John Lewis press team we delivered all branch PR and handled Twitter for the brand. Our challenge was ensure John Lewis retained it’s position as Britain’s favourite omni-channel retailer.

THE STRATEGY

Starting with the launch of the iconic Monty the Penguin ad we started a PR narrative for the brand around thoughtfulness. Our entire consumer PR feature placements were driven by human insights. From a corporate point of view we were proactive with the release of statistics and trading news – driving the news agenda around key business areas and owning the bricks and clicks space. We worked hard to deliver personality in local branches with profiles and media tours.

THE RESULTS

The PR campaign played a critical role in John Lewis winning the battle for Christmas, helping deliver 58,177 mentions, 83.6 million impressions across 56,775 users for @JohnLewisRetail and #MontyThePenguin. Sales grew by 4.8% to £777 million.

Festival of Museums – Targeting Families
Stripe Communications

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.

SAFETY FIRST – MAKING SAFETY RESONATE WITH MOTORBIKERS
Stripe Communications

SAFETY FIRST – MAKING SAFETY RESONATE WITH MOTORBIKERS

MAKING A SAFETY MESSAGE RESONATE WITH MOTORBIKERS

CLIENT : SCOTTISH GOVERNMENT

THE BRIEF

Motorbikers make up one per cent of Scotland’s road users, but account for 13 per cent of its fatal road accidents. Our brief was to raise awareness of best practice and biking safety among the biker audience. No mean feat when many have been riding for years – 25% of those bikers are men aged 40-49 – with long engrained riding habits.

THE STRATEGY

Our campaign was simple: ‘live fast die old’ – a fun campaign grounded with a serious message. Stripe brought the campaign to life with an extensive media programme, social media campaigning, partner engagement and a whole load of creative content.

Extensive research helped us to understand the biker camaraderie, what influences them and to find a voice that would resonate, paying particular attention to the phrases the biker community love to use but no one else has heard of, from “weekend warriors” to “belly-shovers”.

The aim was to get bikers talking about the campaign, highlight safety advice, and encourage them to share their good and bad safety stories. Best practice all the way.

THE RESULTS

Stripe pushed safety up the bikers’ agenda. 72% of the ‘40-49 male biker’ target audience felt motivated to improve their road safety after being exposed to the campaign. One in four said they’d mentioned it to someone else and 78% felt it had improved their understanding.

The social media campaign generated almost 87,000 likes, comments and shares with a total reach of 2.5 million people. One YouTube video created for the campaign had 196,000 views alone.

In a post-campaign survey, 67% of people said they heard about the campaign because their friend had liked or shared info about it. Two thirds shared information themselves and over a third invited friends to like the LFDO Facebook page.

Deanston – An artisan social strategy
Stripe Communications

Deanston – An artisan social strategy

AN ARTISAN SOCIAL STRATEGY

CLIENT : BURN STEWART DISTILLERS

THE BRIEF

Deanston is an artisan single malt whisky distilled in the heart of Scotland. Relatively young in whisky terms, the distillery has been hand-crafting its whisky, without the use of computers, in a former cotton mill since 1967. We were tasked with increasing the global reach and engagement of this growing malt by reinvigorating and enhancing their social media presence on Facebook and Twitter.

THE STRATEGY

With so many global whisky brands vying for attention on social media we needed to develop a strategy that would really set Deanston apart. We undertook an in-depth audit and discovery phase, pinpointing our target audience, looking at where they spend their time, how they live and investigating what they would find valuable from the brand. This was followed by the development of social strategy and playbook, focusing on audience segmentation, tailoring our tone of voice and focused content topics to appeal directly to their interests. A rich content plan that would bring genuinely interesting activity to the global audience was at the core of our approach. Social activity was supported by a targeted paid social strategy, PR and curation and maintenance of the Deanston website.

THE RESULTS

We’ve delivered on our strategy successfully, seeing the Facebook audience rise by 45% over and the Twitter audience more than doubled in less than a year. The creative, targeted content and community management resulted in over 800,500 engagements on Facebook and 6.2k on Twitter during this time.