Remember me?
If you came to Brighton SEO last September, or you’re from the area, you may have seen 50 glorious giant Snails, which started appearing on our streets almost a year ago to this day
These glorious creatures were part of our Snailspace campaign, which aimed to raise funds and awareness of Martlets Hospice.
Just to go two steps back before I get into it, I wanted to say that this was our second trail. This put us a few steps forward:
We already had some presence on our social media (and just changed the names)
We had the experience of the last one to help guide us this time (although I didn’t work on Snowdogs)
We had a full team working on this – including a dedicated project manager, for 18 months before and two interns to support digital during this time
Snailspace comprised of 107 Snails and started for us in June 2017. Etc etc what the slide says
£300k after costs
31 million hashtag impressions on #BeMoreSnail
Huge thanks to brandwatch who helped us with access to software and threw themselves into the campaign fully and also enabled us to gather things like this:
£300k after costs
31 million hashtag impressions on #BeMoreSnail
Huge thanks to brandwatch who helped us with access to software and threw themselves into the campaign fully
Things I learnt
Things I learnt
This was mid way through – 19th October. Engaged all our schools, youth groups, sponsors and asked them to do something (well in advance)
Had Norman Cook do a 26 mile walk which got us coverage
Caroline Lucas had better reach?
Things I learnt
Contacting people asking them to RT you feels gross but it works. So does preparing posts ahead of special days, with graphics and asking them to share
We knew the time between them going off the streets and our auction would be low for engagement so we made a plan to solve it – did a world cup of Snails.
Also plan for your surprises – Royal visit meant we got engagement on those days, so did bake off?
Really easy in the throw of a massive campaign to forget what it’s for. But actually it was about slowing down and enjoying life!
