The Snowdogs by the Sea Social Media campaign really came in to its own at the start of the Snowdogs trail in September 2016. To date the hashtag #BrightonSnowdogs has generated over 14.3 million impressions from 5,326 mentions across all social media channels which shows the reach and success of the social media side of the trail.
Our Facebook campaign was very successful and created an incredibly engaged community. Overall from September 2016 to January 2017 we achieved an increase of 3173 likes on the Facebook page to reach a total of 4030
The most successful Facebook posts throughout the entire campaign in terms of reach and engagement were the two live stream videos of the Auction. The first stream had the highest reach - 37,100 and the second live stream had the most engagement - 4,300 comments, reactions and shares in total. This is an incredible achievement considering the posts were not paid for in any way and we didn't publicise we would be doing a live stream.
A key struggle with the engaged Facebook audience for Snowdogs was converting them over to Martlets. We attempted to tackle this by sharing stories which crossed both the Martlets and Snowdogs divide such as Rosie's love of Snowdogs. We also created specifically tailored content such as Snowbrador at Halloween to drive retail sales and also to create the right mix of content i.e. Non-asks in the right ratio to asks (our events)
We generated a lot of social commentary on twitter- directly to us and also indirectly too. Some highlights were Caroline Lucas and Deborah Meaden picking up on the campaign!
Some examples of the direct feedback we received:
Twitter was a huge help in sharing our content stories and asks - such as for fundraising event sign ups, the farewell weekend tickets and also we live tweeted the entire Snowdogs auction via twitter too.
We only really began using Instagram regularly in the 2 weeks prior to the trail launching. We had great engagement and growth - an increase of 756 followers to 1064 over the September to January period. However, we could have posed more regular and planned content and seen even greater results.
Our most engaging Instgram post was our launch day picture of Marty - he was seen 1557 times & had174 engagements