January 18, 2013 - Comments Off on Using Whisper to grow a gardening audience for Anglian Home Improvements
Over the years we’ve delivered a wide range of projects for Anglian, from award-winning social media campaigns, eye tracking, UX reviews and websites to market-beating SEO campaigns. When AHI approached us to help them grow a new audience within the gardening community during their sponsorship of the Grapevine theatre at the Hampton Court Palace Flower Show, we couldn’t be happier to oblige.
We used Whisper – a ground breaking earned media planning tool developed in collaboration with the University of Reading – to identify key social media influencers in the gardening community, and then mapped networks and filtered spam and other nodes that weren’t influential. Using this data, we developed an in-depth engagement plan, which spanned Twitter, Facebook, Pinterest and the Anglian Home Improvements blog. Engagement included VIP ticket offers and exclusive content for key gardening influencers, generating content, conversation and high quality SEO links to the dedicated Grapevine landing page.
Prior to the event, we also ran a competition, asking @AnglianHome followers to tweet why they would like to attend using the hashtag #HCgrapevine. As a result, three winners attended the event, launching the hashtag at the same time. During the event a prize draw was also launched, offering the opportunity to win a garden makeover from celebrity gardener David Domoney, promoted via the #HCgrapevine hashtag.
During the Show, Whisper monitored the conversation surrounding #HCGrapevine and #RHSHampton in real time. This allowed Anglian to establish the changing nature of the key influencers and listeners and to interact with the community during the event as appropriate.
The campaign was a triumph. Just a few seeds of success are listed below:
- We quadrupled the number of visitors to the garden category of Anglian’s blog
- We gained a re-tweet reach increase of 318%
- Anglian’s reach on #rhshampton totalled almost 40,000, and made @Anglianhome a more strongly associated social media author on the subject than the Royal Horticultural Society (@the_rhs)
Most crucially for us and the University of Reading, the campaign results proved that Whisper’s ability to pinpoint key influencers and listeners and visually map a network in real time was truly innovative and got results!
Matt Carey, Head of Digital Marketing at Anglian, said: “Bloom’s social media software is a revolutionary tool. The results they achieved on the back of our Hampton Court Palace Flower Show campaign went beyond our expectations. Most importantly, the key influencers that they were able to build relationships with will be critical to our success going forward.”