Snowdogs by the Sea Portfolio: Social Media, News Stories, and Other Copy Alex Mason

Video Courtesy of the Martlets Hospice

In the Autumn of 2016 the Martlets Hospice teamed up with Wild in Art and Penguin to stage a three-month art trail in Brighton & Hove. The trail featured 44 giant Snowdog sculptures inspired by the much loved animated short film, 'The Snowman and The Snowdog'. At the end of the trail the sculptures were auctioned to raise money for the charity. Including merchandise, donations via text, and other forms of income, the campaign raised close to £400,000.

During this period I worked within Martlets' Marketing & Communications team as a 'Social Media Intern'. My main role was running the campaign’s social media platforms (Facebook, Instagram, and Twitter) with the charity's Digital Media Coordinator. I also maintained the campaign’s website, wrote Snowdogs related copy, contributed to Martlets’ main social media platforms, and completed a number of ad hoc projects for the Marketing & Communications team including the creation of an internal newsletter. This webpage serves as a portfolio for this work. All free standing photography featured is my own.

Some figures from my time working on the campaign

Facebook growth: An increase from 3169 page likes to 4026

Facebook post with the most reach: The first live stream of the Snowdogs auction had a reach of 37, 100

Twitter growth: An increase from 1847 followers to 2880

Twitter post with the most engagement: The tweet announcing the auction total received 44 replies, 204 retweets, and 419 likes, ultimately generating 36,753 impressions

Instagram growth: An increase from 756 followers to 1064

Most popular Instagram post: A picture of Marty the Snowdog on the campaign's launch day was seen 1557 times and received 174 engagements

Total social media reach of the hashtag #BrightonSnowdogs: 14.3 million impressions from 5,326 mentions

Hits on the Snowdogs by the Sea website: 121, 217

A selection of Facebook posts I wrote for Snowdogs by the Sea

I also dealt with the public's queries and problems via Facebook

A selection of Tweets I put together for the campaign

I also live Tweeted a number of events during the campaign. Below is my coverage of the Snowdog Dash. I posted on both the Snowdogs by the Sea and main Martlets accounts

The following are a selection of news stories that I wrote for the Snowdogs by the Sea website

Below is Martlets' first ever internal newsletter. I wrote its copy, sourced the images used, and advised on its design

Finally, I worked on the Snowdogs by the Sea Souvenir Guide. Specifically, I sourced content and wrote copy. Below are some extracts

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Alex Mason
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