We’ve worked with The Football Pools to drive engagement across its key social media channels by strengthening the links between the brand and football fans, becoming part of the myriad conversations fans have about football on social media. This would create an active community that would, in turn, generate further followers to The Football Pools and, in turn, drive traffic and player registrations to The Football Pools’ website.
By positioning The Football Pools as the ‘authentic voice’ of real football fans on social media, we would create stand-out in a crowded marketplace, where many brands are competing for a share of voice.
We devised and implemented a monthly content plan, identifying key milestones in the football calendar each month to base the content around. We also used the Pools’ heritage (and fans’ love of football’s history) to create shareable content based around players, matches and football trivia. This was supplemented with daily reactive posts, taking advantage of ‘live’ football stories to generate further opportunities for fans to share the content or join in the conversations.
In addition, we developed a number of other opportunities to drive engagement, including live Twitter Q&As with a range of football personalities, and competitions to win ‘money can’t buy’ merchandise and Premier League tickets.
We also created and implemented a customer services process for social media, ensuring any queries and complaints raised through the channels were responded to, and resolved, as quickly as possible.
A target was set of growing followers on Twitter by 36% in the first four months, and 3,360 interactions.
In fact, in those first four months we achieved almost 6,400 interactions on Twitter (91% above target), and grew the following by 44%. The engagement rate on Twitter was 23% (vs 0.8% prior to the campaign), and the Facebook engagement rate rose by 150%. We reached more than 990,000 new Twitter followers and increased average monthly referrals to The Football Pools website by 192% (30% for Facebook).
The campaign won a CIPR PRide Award 2015 for Best Use of Social Media.