Using social to raise Basingstoke’s profile
We worked with Basingstoke and Deane Borough Council to develop the 'Business Built-In' brand and strategy alongside the the inward investment team, aimed to retain and attract new business to the area. Building on this success we were challenged to further develop the branding into an all encompassing place-making campaign to engage with visitors and residents of Basingstoke and The Borough, set within the beautiful County of Hampshire.
Our campaign was based on insights into the audience within the local area, identifying emotive drivers and key influencers through social listening. We knew that the resulting campaign would need to be accessible and inclusive. By tapping into the local pride we created the #LoveBasingstoke campaign and developed a simple heart graphic formed to accompany the Basingstoke 'B'.
The campaign needed to complement the existing programme of events. We developed a fun meme generator so that the local community could share what they love about Basingstoke, highlighting the hidden gems of the area, from the rich programme of events, shopping and business activity. The meme generator has also been created to provide a live screen at events, regularly refreshing with the new memes being created.
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