Blog : target audience

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.

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.