Earlier this year, C&M worked with Truprint. The, now mostly online, photo developing company took C&M on to help build its social presence, give a good kick-start to the newly established Truprint blog and also train its marketing team up in all things social, so that they could get on with doing great things once our campaign finished. In summary, we carried out a campaign that increased their social following by five-fold and delivered a well-scheduled, well-targeted and well-optimised blog content for a brand that everyone loves and has grown up with for over 30 years. Now, three months on, Truprint are still doing good things, thanks to us. Here's what we did and how it helped Truprint achieve its social goals…

1. Truprint
Online PR and Social Media Enablement Case Study
http://photos.truprint.co.uk
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2. Introduction
Truprint is a classic British brand, established for well over 30
years. Synonymous with photographic memories across a great
spread of consumers, Truprint has seen its business model
move rapidly away from a physical high street presence to
marketing and selling online.
C&M’s challenge was to socialise the brand to existing and new
audiences, keeping in touch with Truprint’s roots as a well-
established household name, while delivering strong awareness
and engagement results across an intense three month period.
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3. Introduction
• Truprint is a photographic developing company that offers online and mail-order
photo printing services in the United Kingdom
• As well as standard photo printing, Truprint also provides customisable souvenir gifts
such as photo books, posters, canvasses, mugs and cards
• C&M worked with Truprint from June 2010 to October 2010
• We carried out an Online PR, Social Media and content creation & optimisation
campaign, with an emphasis on Facebook and the new Truprint blog, which was set
up for the campaign
• This case study details the results of the campaign and the difference it has made to
Truprint’s online presence
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4. Our Brief
• To increase social followings
• To establish a large audience for Truprint to engage
with socially
• To increase customer acquisition through social
media
• To create relevant, optimised content
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5. Our Strategy
• Nurture and exponentially grow existing Facebook presence and following through exclusive
offers, competitions and customer interaction
• Create a critical mass of followers on Facebook through exclusive offers, before running a
competition that aimed to generate exciting, user generated content
• Use the heritage and establishment of the Truprint brand to create positive nostalgia online
• Improve awareness and generate coverage for the Truprint brand
• Kick-start Truprint’s blog publishing strategy and schedule by creating engaging, optimised
and useful content
• Train Truprint’s marketing team in using the chosen social platforms so that they could do all
of the above once our campaign work had finished
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6. Campaign: 50 Free Prints Offer
• The 50 Free Prints offer was one of the first
campaigns carried out through the Truprint
Facebook page
• This campaign was carried out so we could gain
quick wins in terms of Likes and customer
acquisitions
• We would then use this critical mass of followers
gained through the offer to run further
competitions
• Using a simple “like to reveal” mechanism, users
had to Like Truprint before they could take
advantage of the exclusive offer
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7. Campaign: Smile and Say ‘Truprint’
Competition
• The Smile and Say ‘Truprint’ competition was a cross-channel
(Facebook, Twitter and the Truprint Blog) competition
• Using a nostalgic, well-remembered piece of content (a
Truprint ad from the 80s), we asked followers across all
channels to help Truprint “recreate” the ad by recording
themselves smiling and saying ‘Truprint’
• The best selection of entries would then be edited into a 30-
second video, paying homage to the original 80s ad, as well
as winning a prize
• We carried out blogger engagement to generate coverage for
this competition, and the branded piece of content, as well as
running supporting advertising on Facebook
• This competition was done primarily to generate user
generated video content, as well as getting a branded piece
of Truprint content (the original ad) distributed and published
outside of Truprint-owned channels across the web.
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8. Campaign: What’s In Your Shoebox?
Competition
• The What’s In Your Shoebox competition was the final campaign
that was run by C&M for Truprint
• The idea of the competition was for users to share their old retro or
vintage photo to Truprint’s Facebook page, and the photo with the
most Likes would win a prize package including a digital camera
and Truprint bundle
• To entice entries, anyone entering the competition was given a
unique code that gave them a free Truprint mini-photobook, as a
thank you for entering the competition
• We carried out blogger engagement to generate coverage for this
competition, as well as running supporting advertising on
Facebook.
• The mechanics of the competition were as such so that people
would be:
• Submitting their pictures to the Facebook page, creating user
generated content
• Recommending the Facebook page to their friends and
family, allowing for exponential growth in total Likes for the
page
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9. Facebook: The Results
Dramatic increase in Likes,
from 800 to 4,400 in three months
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10. Facebook: The Results
Interesting, usable user
generated content
coming from on-page
competitions
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11. Facebook: The Results
Positive, visible customer
interaction and feedback
An active community, engaging
with one another
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12. Facebook: The Results
Client taking part in positive customer
service through Facebook
Client engaging in and creating
positive community interaction
Client running own campaigns
after C&M’s work is done
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13. Blog Content: The Results
Kick-started completely new blog with
regular, optimised content - 16 posts
over two months, all optimised for
identified keywords
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14. Coverage: The Highlights
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15. Coverage: The Highlights
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16. Coverage: The Highlights
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17. Further Reading
http://www.contentandmotion.com
http://www.faceook.com/contentandmotion
http://www.twitter.com/contentmotion
getintouch@contentandmotion.com
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