The Guide Liverpool - case studies - The Guide Liverpool

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The Guide Liverpool – case studies

30/09/2020

At The Guide Liverpool, we’re proud of the content we produce for our clients and enjoy nothing more delivering engaging, successful campaigns.

Read our case studies below to find out more about our approach and discover how we can help your business increase reach, engagement, interaction and ROI.

PINS Social Club

The Brief

Pins Social Club is the home of competitive socialising in Liverpool. Ahead of their launch in February 2020, the PINS team approached us to help generate excitement about the opening and drive footfall to the venue. With a strong sense of how their brand should be portrayed, one of our key challenges was to ensure that the content campaign lined up with PINS values.

The Campaign

Utilising all the tools at our disposal, The Guide Liverpool created a bespoke promotional campaign featuring high-quality video production, live social video, written advertorial features and social media marketing. Key elements from the campaign included a live social media walkthrough video of the site whilst it was still under construction and a ‘sneak peek’ promotion video to showcase the venues key features and attractions. We also produced along a highlights video from their launch night and a video showcase of the stunning PINS Social Club rooftop terrace.

The Results

Across Facebook and Twitter, the PINS Social Club content campaign performed exceptionally well, delivering over 220,000 total reach. On Facebook, the content we produced for PINS reached 125,000 people, with almost 47,000 views of the video content. More than 20,000 post interactions meant that the engagement rate for the platform was an impressive 16% (Facebook itself considers an engagement rate of 1% to be a good result!).

On Twitter we delivered a further 97,000 impressions and 27,000 video views for PINS, with an engagement rate of 3.5% from the 3,900 interactions delivered.

Amber Rose Ellis, PINS’ Business Development Manager said:

“It was amazing working with The Guide Liverpool on our launch campaign for PINS Social Club. The entire team were fantastic, really helpful and nailed our brief. The campaign had great engagement and we were really happy with the results.”

Royal Albert Dock Liverpool

The Brief

Our promotional activity on behalf of Royal Albert Dock Liverpool in 2019 delivered a remarkable figure of 2.9million in reach & impressions – along with over 800,000 video views. Unfortunately, our collaboration in 2020 was slowed, by the impact of the Covid-19 pandemic.

Centered around hospitality and days out, lockdown affected great numbers of venues based on ‘The Albert Dock’ . Once restrictions eased in July 2020, it was more important than ever for The Royal Albert Dock Liverpool to remind locals and visitors alike tha their amazing waterfront hub of bars, eateries and attractions was back open for business and, of course, safer than ever.

The Campaign

Paramount to encouraging people to return to Royal Albert Dock Liverpool’s restaurants and bars was highlighting the new measures in place. Our videographers visited iconic Albert Dock institutions Gusto, What’s Cooking and Miller & Carter to capture quality footage of the steps they’d taken to be Covid-safe, along with stunning shots of their venues. We also asked key personnel from the venues to give their take on the reopening, creating a 2-minute video feature which would reassure customers and highlight the steps taken to keep them safe.

Following on from the restaurant was the reopening of Royal Albert Dock Liverpool’s attractions. With detailed information on opening times, exhibits and booking options being key to this campaign, we combined footage of the attractions along with engaging graphics and text to create a slick, fun infomercial.

All video content was embedded into written advertorial features on our website and shared across our social channels. Royal Albert Dock Liverpool branded edits of the video features were supplied to the client for use across their own digital platforms.

The Results

The social video campaign achieved 100,000 reach & impressions, with 30,000 video views and a total engagement rate of 4.3% across Facebook & Twitter.

Vicki Watt, Marketing Coordinator at Royal Albert Dock Liverpool said:

“Every campaign we work with The Guide Liverpool on works extremely well in reaching our target local Liverpool audience. Their socials and website statistics have grown dramatically over the past couple of years, proving they are the go to media outlet in the city. In addition to the amazing results we receive by using the Guide’s online channels, they have also created an extensive range of video content for the Albert Dock which have in turn been extremely well received on our own platforms.”

 

Merseyrail

The Brief

On the back of coronavirus lockdown restrictions easing in summer 2020, our longterm client and local travel provider Merseyrail were looking to encourage commuters to safely return to using the train. With caution still being understandably high amongst the public, Merseyrail wanted to profile all the new safety measures they’d put in place and help make people feel secure across all aspects of using their services, from platform to journey.

The Campaign

For any campaign that requires trust to be built with the viewer, it’s vital that the content is relatable and authentic. Our approach to this particular brief was to demonstrate real-life experiences of using the train in the wake of the now ubiquitous ‘new normal’. We sent presenters Josh McDowell & Rachael Rhodes to check out Merseyrail’s safety measures, combining their selfie style mobile phone video with professionally shot footage to create an authentic promotional feature. This content was hosted on theguideliverpool.com and shared natively across our social media platforms to give the audience a realistic view of what their next train journey with Merseyrail would look like. To support this dual-branded activity, The Guide Liverpool also produced a video feature for use across Merseyrail’s own channels, which showed the cleaning processes in place to help keep commuters safe.

The Results

As well as delivering a total reach of over 75,000 on Facebook & Twitter, the campaign achieved 30,500 videos views and a very solid engagement rate of 4% across those channels. More important than this however, was the opportunity the campaign created for Merseyrail to receive genuine feedback from their customers. Authentic as we strived to be with the video content, not everybody’s post-lockdown train journeys had necessarily been the same. This campaign allowed people to let Merseyrail know about their own experiences, good or bad, giving the travel provider vital insight into potential issues and the chance to make any necessary improvements.

Like what you’ve heard? Get in touch today for a no obligation chat with one of our content marketing experts and find out how we can help get your business booming. 

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