Using social to raise Basingstoke’s profile
Our ‘Business Built-In’ campaign for Basingstoke and Deane Borough Council focused on driving inward investment and building the business community. Following its success, the council approached us to develop a destination brand and a placemaking strategy that would engage with visitors and residents and celebrate all the borough has to offer.
The placemaking scheme and the brand had to be inclusive and accessible to all. We used social listening tools to ensure this was the case and to align our campaign with our audiences. This also helped us gain local insight and identify emotive drivers and key influencers.
The social media research revealed that there was a real sense of pride within the town so to capture this we created the #LoveBasingstoke campaign. We designed a heart graphic to accompany the Basingstoke ‘B’ we had developed for the business community and used a number of digital tactics to bring the campaign to life including a fun meme generator that increased reach and engagement. We also developed a comprehensive social media strategy and shared our tools and techniques with the council’s team, which empowered them to manage their social channels in-house.
In the first month of activity, we achieved 51,901 organic impressions and 1,764 engagements on Twitter, 460 clicks to the meme generator and 176 engagements on #LoveBasingstoke with 400 interactions on Instagram.
engagements on Twitter
clicks to the meme generator
engagements on #LoveBasingstoke
interactions on Instagram