Truprint: A Social Media and Online PR Case Study
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Transcript of Truprint: A Social Media and Online PR Case Study
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TruprintOnline PR and Social Media Enablement Case Studyhttp://photos.truprint.co.uk
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IntroductionTruprint 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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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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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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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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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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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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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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Facebook: The Results
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Dramatic increase in Likes,from 800 to 4,400 in three months
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Facebook: The Results
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Interesting, usable user generated content
coming from on-page competitions
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Facebook: The Results
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Positive, visible customer interaction and feedback
An active community, engagingwith one another
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Facebook: The Results
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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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Blog Content: The Results
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Kick-started completely new blog with regular, optimised content - 16 posts
over two months, all optimised for identified keywords
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Coverage: The Highlights
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Coverage: The Highlights
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Coverage: The Highlights
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Further Readinghttp://www.contentandmotion.comhttp://www.faceook.com/contentandmotionhttp://www.twitter.com/contentmotion
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