1. ONLINE TOOL MEASURING – THE
BIG KNIT

2. CONTENT
• Campaign strategy
• Campaign aims and objectives
• The chosen tools
• Summarised table of features of selected
tools
• The effective tools

3. CAMPAIGN STRATEGY
• The using social media is an effective element of this campaign (like
Facebook)to make people aware of the campaign furthermore they also
rely on people to tweet about their campaign.
• This annual campaign ( it been running for over nine years)
• For every behatted smoothie sold 25p will be given to Age UK
• Innocent decide to Partner with Age UK to help older people across the
UK warn and healthy during winter
• Engage with audience( knitter from across the land send their hat to
innocent and 80% of this people are those who directly benefits for
Age UK’s service

4. CAMPAIGN AIMS AND OBJECTIVE
• The big knit campaign this year is reach a target of over
450,000 hat which is approximate around £112,500
• Engaging people to spread the brand image name in order
to give it further exposure.
• Drive sales through the big knit campaign.
• Help keep thousands of elderly people across the UK warm
and healthy during the chilly winter months

5. THE FOLLOWING TOOLS WERE
USED TO EVALUATE THE
DIFFERENT ELEMENT OF THE
CAMPAIGN

6. SOCIAL MENTION This shows
the positive
sentiments

8. WHATHASHTAG
This show customer
interaction regarding
the campaign on
Twitter

9. HOW SOCIABLE
The show the Innocent
brand social media
presence in general

10. TWEET REACH
These are
numbers of the
Twitter accounts
reached by the
Saturday 8/12/12

11. ALEXA
The give the
ability to
examine
referring traffic
on the different
platform of
social media
regarding the
big knit.

12. ADDICT-O-MATIC

13. ADDICT-O-MATIC

14. WHOS TALKIN
This shows
some of the
different social
media sites
where
audience are
mentioning the
campaign.

15. BOARD READER
The enable to
measure the
community
engagement. This is
shown on the page This shows the
that conversation activity on
between the Innocent the
audience regarding big knit
the big knit
campaign

16. SOCIALBAKERS

17. The
This graph shown the growth
of Innocent Facebook fans as
increased on the period of the
campaign

18. THE ELEMENTS OF THE CAMPAIGN
• Social media channels
• Partnership with Age UK
• Annual campaign (duration of three week )
• Activity ( get people to knitting )
• Customer engagement
• Brand awareness

19. SUMMARISED TABLE OF FEATURES OF SELECTED TOOLS

20. MOST EFFECTIVE TOOLS
Addict-o-matic Social mention
This tool is enables us to social mention shows most the
evaluate some aspect of the campaign element through its
campaign element such as top Hashtags features and also
brand awareness , it also use the show the different social media
different platform of social platform using its sources
media, customer interaction
This give the ability to have
clear understanding of the
content relevant to the chosen
campaign.

21. References
• http://www.bitc.org.uk/resources/case_studies/afe1311_innocent.html
• http://www.bitc.org.uk/applications/dynamic/case_study_download.rm?id=21374
• http://socialmention.com/search?q=innocent+big+knit&t=all&l=&filter=&sort_by=date&tspan=m
(accessed 8/12/12)
• http://www.alexa.com/search?q=the%20big%20knit&p=sempromokey&r=site_siteinfo&s=innocentdrinks.
co.uk (accessed 7/12/12)
• http://whathashtag.circulorojo.es/?search=%23bigknit&btnSearch=Search (accessed 7/12/12)
• http://www.howsociable.com/why_howsociable (accessed 8/12/12)
• http://tweetreach.com/reach?q=%23bigknit (accessed 8/12/12)
• http://boardreader.com/s/innocent%20the%20big%20knit.html?l=3 (accessed 7/12/12)
• http://www.socialbakers.com/facebook-pages/7211436203-innocent-drinks/(Accessed 8/12/12)
• (Accessed 8/12/12)
• http://www.whostalkin.com/search?q=innocent+big+knit&x=44&y=10 (Accessed 8/12/12)
• http://addictomatic.com/topic/innocent+big+knit (Accessed 8/12/12)
• http://www.innocentdrinks.co.uk/bigknit

22. STUDENT’S NAME AND ID
• Abimbola Odediran/10227462
• Sabzaba Hussain/10224364
• Sofia Mutumbu/10234329
• Amanda Makumbe/10219973