Working with FatFace for their 'Let Spring Begin' campaign, we were tasked with increasing reach and engagement and inspiring the FatFace fanbase in order to build brand relationships on social media.
We created content focusing on three pillars that would encourage emotional responses, enable consumers to live the brand lifestyle, and purchase items from the new seasonal collection.
As a result we reached 2.16m and gained 364,000 engagements.
The BBC Marketing & Audience team needed to understand the relationship BBC Three’s target audience had with digital and social media. The aim was to find opportunities to reach them with content throughout the day.
Using 1st- and 3rd-party audience data we developed a media ‘day in the life of’ diary that mapped precisely the opportunities for content.
This diary was supported by a content marketing framework now used internally by the M&A planning team and adopted by other channel teams.
Following a comprehensive social media audit we designed the social media strategy for McLaren Automotive to build and develop a global fan community.
We set up social media profiles, put in place community guidelines, editorial content calendars and educated internal teams on social media best practice.
Within 1 month of establishing the profiles we built a community in excess of 100,000 fans globally.
As part of the Nexus 5X and 6P launch, we were challenged to recruit YouTube gaming influencers to attend London and UK wide launch events at Google shops. Using our influencer analysis tools for the UK gaming sector, we identified a target list based on Google's specific needs.
Our chosen YouTubers were amazing and helped us reach over 250,000 people with Google's launch details. Events were successful with our YouTubers attracting a fantastic audience, exceeding Google's objectives.
Working with the senior marketing team at National Trust’s head office, we used our customer journey framework to enable them to develop their content marketing strategy.
This birds-eye view of how well their existing content was meeting their audience needs provided a perfect starting point.
The workshop that followed led the wider team to discuss and agree what changes were required to develop a visitor and member focused content marketing strategy.
We’ve been helping MaxiNutrition use paid social to target specific audience groups, to ensure the content served is timely, relevant, and includes the right messaging.
The aim was to help consumers understand the importance of sports nutrition and protein supplements in relation to their chosen sport or exercise.
Results have included delivering a 250% ROI for a 5 day seasonal deal campaign, along with over 520k views of video content on Facebook in the first two weeks of the 2015 Rugby World Cup campaign.
We developed a tablet and mobile app, compatible with both Android and iOS devices, with content specifically focused around the earliest stages of searching for a holiday.
The purpose was to demonstrate that a P&O Cruise should be on any holidaymaker's short-list.
Content was reviewed and re-purposed to meet this objective, meaning that inspirational videos, images and insights were developed and edited to educate people around some of the most incredible destinations in the world, some of which could only be experienced with a P&O Cruise.
Working directly with the global brand teams for Guitar Hero and Call of Duty, we directed the European community management activity for Activision’s leading IP across 7 territories.
Our work involved social media strategy, content planning, translation, and community management. We were responsible for interacting and building highly engaged communities in excess of 15 million fans!
We work on an ongoing basis with a FTSE100 company which has decided to be content-led in their online communications.
We started with developing content guidelines including TOV and image guides for each brand, and now are in the process of executing these for the different brands.
We support them on editorial content for 6 brand sites in 5 markets each, ensuring quality written editorial content is consistently produced on time and on brand. At its peak this will see us developing 450 articles per week.
For the content strategy for B&Q's mobile app we went through a robust planning phase, which included developing customer profiles and journeys to identify which content would be most valuable to different people at specific parts of their DIY journey.
This included looking at content relevant for the DIY novice, such as ‘how to turf your garden’, right through to a more advanced task, like fitting a new kitchen.
In its first week of release, the app achieved 140,000 downloads and 110,000 opt-ins for data capture.
In order to identify opportunities and create a strategy for Aviva UK Health, we conducted 'Discovery' interviews with key client stakeholders, learned about consumer conversations around the brand from social media monitoring, and held two workshops that looked at reputation management and content strategy.
Using our customer journey as a framework, we analysed all information collected, and produced a strategic roadmap. This included training and documentation required internally, recommendations around community engagement and influencer relations, and content requirements.
Activision challenged us to to bring all the excitement of Call of Duty events and activities at trade shows and launch parties to worldwide fans, so we pitched and won Call of Duty TV.
Call of Duty TV was broadcast live from Europe’s largest gaming conventions and official product launches in London and achieved the following results:
Headstream worked with Shloer's London team to kickstart their social media activity. Creating valuable content for existing consumers, as well as educating potential new consumers, Shloer’s social profiles acted as their lifestyle content hub.
Community management was spread across multiple channels, focusing on both primary and secondary platforms allowing us to create engagement opportunities with different consumer groups. We then adapted key messaging to ensure its relevance was tailored and demonstrated to each group.
Managing these brand communities on behalf of MaxiNutrition also included influencer outreach, social sampling and traditional content publication.
We were briefed to run a full-scale analysis of Nintendo's social channels. This was a deep dive around the launch of their latest release for Animal Crossing.
The insights included digital channel analysis, conversation topics, content analysis and reconciliation with Nintendo UK store through paid social.
Alongside this, we provide actionable recommendations around the channels and content specifically, highlighting dependencies and estimated resource requirement.
By reviewing Heathrow’s business strategy it was possible to identify the objective for social media – ‘Making every journey better’.
Next, we audited their current content by designing a number of customer journeys, considering business and pleasure travellers as well as domestic and international travellers.
By better understanding each traveller's needs and thought processes across their journey, the Heathrow team were able to make sure they were investing in valuable and relevant social media tactics to reach their KPIs.
“The activity Headstream delivered was an important element of the overall success of the campaign. They delivered an innovative approach to paid social by using Facebook custom and lookalike audiences at a time when many didn't realise this powerful tool existed, providing us with a competitive advantage.
They also crafted a creative approach to targeting clearing students through parodying Tinder. By developing this unique campaign they exceeded our targets.”
Mark Humphrys – Digital Marketing Manager, Southampton Solent University.
Schuh wanted to step up their social content. A brand that was already doing a great job, they wanted to be awesome, and work out the best way to get there. We conducted an audit looking at Schuh, direct competitors, as well as other brands loved by their customers.
Recommendations covered TOV, content strategy, distribution strategy and measuring value. The audit and recommendations were presented to the Board and Schuh now have a roadmap to follow for their social comms.
Throughout 2015, we’ve been serving video content to the sports nutrition audience for MaxiNutrition.
This has been supported by using content from the website to aid the audience’s understanding of the importance of protein, as well as offering tips and tricks to help people with their goals.
In the first half of 2015, we saw over 750,000 video views on Facebook alone, and drove almost 125,000 consumers on to the website.
We have been working with Gap France for a number of years now supporting their social activity with community management.
Working alongside their marketing and customer service teams, we are able to maximise wider marketing activities through encouraging effective conversations within Facebook.
SAB Miller employed Headstream to help them explore the dynamics of reputation management in context of social media and the connected consumer, and identified how it impacted their crisis response teams and different brands.
FatFace were in the process of recruiting an internal Community Manager, and asked us to cover engagement with customers on their social platforms during this process.
We managed Facebook, Twitter and Instagram communities over a four month period, taking them on a journey from being used for pure sale and product related content, to building a more emotional relationship with their favourite clothing brand.
FatFace customers love engaging and feeling part of the brand and its surrounding lifestyle - and we enjoyed being able to see this on a daily basis.
Using our customer journey framework, we worked with New Zealand yoghurt company The Collective Dairy to help them develop their social media strategy, identifying priority areas and recommending resource structure.
Reon have this summer officially partnered with British Red Bull Air Race pilot, Paul Bonhomme.
We worked with Reon to maximise this partnership online. In addition to having a main video for YouTube, 15 second edit videos were created for us to seed out on Facebook and Instagram around the various Red Bull Air Races.
We also pre-planned content for various outcomes for the British Red Bull Air Race to ensure we were prepared whichever way the race went. Happily though - our guy won!
For the summer season FatFace focused its activity around the concept of ‘Take Me To’. Following the success of our ‘Let Spring Begin’ content, we developed stories that resonated emotionally with FatFace customers and connected with their favourite summer experiences.
This was made up of images, toolkits and short-form video. The content acted as a medium to encourage user generated content (people love to share their favourite beaches), conversation and drive traffic to the e-commerce site.
Each year we educate the BBC’s Marketing & Audience team on emerging social media platforms.
We deliver a comprehensive report that analyses the digital/social media landscape and present paid, owned and earned media opportunities for BBC IP on each of the platforms identified.
Our report is distributed internally amongst BBC’s marketing teams and has in the past helped teams establish a presence on platforms such as Snapchat and Whatsapp.
To increase brand awareness of the 12C sports car amongst the target audience of high-net worth and ultra-high net worth individuals we identified and built relationships with global tech, luxury and lifestyle influencers.
We invited them to an exclusive event at the McLaren HQ to learn more about the technology behind the car and the brand.
We helped McLaren Automotive to achieve regular coverage for the 12C within target media and contribute to the over-subscribed waiting list.
Working directly with LucasArts and the Star Wars brand team we produced an addictive 8 bit game that lived in the Facebook environment.
Players could post scores to their Twitter or Facebook profile and challenge friends to beat them. 18,259 unique visitors, 101,391 game plays and 86,265 replays in just 24 hours demonstrated the game’s immense popularity.
Reon caffeine strips launched in January 2015 and we were brought on board to bring the brand mantra ‘Bring it on’ to life in social channels.
We created social content to introduce the product to the target audience, ensuring all key info was communicated, support wider marketing activity, and translate the lifestyle positioning encouraging consumers to make the most of every moment.
We worked as an extension of the BBC Sport team in London, managing Facebook and Twitter brand outposts for the duration of the 2010 Winter Olympics.
The tragic death of the Georgian luger, Nodar Kumaritashvili, prior to the opening ceremony required immediate action from us in a crisis management capacity. We were on hand ‘out of hours’ to ensure an appropriate tone of voice for tweets and Facebook updates as a result of the incident.
We remained on constant alert for the duration of the Winter Olympics, providing the client with timely updates as to any negative feedback on Facebook and Twitter and making recommendations for responses and engagement.
We helped WKD join the banter on social media. Through the creation of cheeky visual content we built a thriving Facebook community supported by paid social media, all whilst working toward the Portman Group's guidelines.
Reon teamed up with a group of Parkour specialists, organising events in Manchester and producing a video to bring to life the ‘Bring it on’ mantra behind Reon.
We supported the distribution of this video through paid social, focusing on Facebook, YouTube, and Twitter ads. We were able to achieve a Cost per View of £0.01 and see over 138,000 views.
As a DIY retailer Screwfix understood the opportunity for video content but required a strategy to maximise its potential.
We developed a video content strategy focused on producing videos that could be distributed where tradesman needed them most when looking for product information, directly encouraging ecommerce activity.
We also developed entertainment content ideas to engage tradesman when in a different mindset.
While we were working with Carnival Group on various campaigns and app development projects, we also supported as an overflow service for Cunard's community management requirements.
With one in-house community manager, there was extra support needed during bigger campaigns or holiday periods, and this is where we fit in.
We made sure we were constantly up-to-date with all things P&O Cruises and were able to easily pick up as and when required.
Linking Facebook with Guitar Hero’s UK festival experiential activity to raise brand awareness and build advocacy, we developed ‘Tag It & Brag It’. Festival goers had a photo taken with the game characters and received a numbered wristband.
After the festival, they could find their photo on the Facebook page then tag themselves and their friends within the picture. 1,842 photos were uploaded with 1,780 tags to them.
The objective was to contribute to overall viewing target figure of clips (100k) and drive traffic to BBC Radio 4 website.
We invited influential bloggers to the event and seeded new assets to them as and when available.
We achieved over 80k OTS pre-event coverage and secured 2 influential bloggers at event, with combined 400k OTS. Additional coverage included 4 core comedy bloggers and 7 comedy Facebook page achieved over 430k OTS.
Cocosa asked us to create buzz around the launch of a members only, e-commerce fashion site, facilitate the acquisition of members and drive sales.
Working with 70 key fashion influencers, providing exclusive pre-launch information and unique membership codes, we secured positive coverage and endorsement for Cocosa which helped achieve the target of 30,000 registrations.
"Headstream provided fantastic support for the launch and I'm confident that without their contribution the site would not be the success it is today" Rebecca Eaves, Group Marketing Manager
We were asked to build awareness around the launch of the new vibrating mascara, Pulse Perfection.
To secure buzz around the launch, we planned and managed a London event for beauty bloggers, providing information about the product and samples. This was supplemented with competitions on relevant online publications.
The campaign secured over 180 pieces of blog coverage plus competitions and publicity on high traffic sites such as GMTV, Living and Beauty and the Dirt.
Our challenge was to reach early adopters and increase share of voice for Samsung within social media.
After identifing leading UK tech and film blogs, we offered 10 of them a handset for review whilst running a competition to win a handset for their readers.
In addition to a blog review, Jason Bradbury from The Gadget Show created his own Twitter competition where users could win a phone by capturing their live self with their dead phone.
Overall we generated coverage with an OTS of 6m.
We were challenged to reignite passion for The Body Shop with influential beauty bloggers and secure coverage for the brand.
After carrying out a full audit of beauty bloggers we invited a short-list of the most influential to intimate events across London.
Four successful beauty blogger events were managed and hosted which resulted in over 400 product reviews for The Body Shop.
We were asked to promote the programme 'Ration Book Britain' for UKTV's Yesterday channel.
Initiating an influencer outreach campaign, we reached out to those with an interest in WW2 as well as Scout and girl guides, drawing their attention to the online diary of memories hosted on the Yesterday website.
Our activity contributed to 'Ration Book Britain' securing 355,000 viewers on its first airing, with an additional 202,000 on the next day repeat. This was the highest rated show ever aired on Factual channels for a commission.
Panasonic wanted to promote their new Lumix range of cameras through online communities.
We carefully targeted relevant bloggers and invited them to a exclusive event at the Tower of London where products could be showcased and demonstrated with the guidance of photographic professionals.
All influencers that attended the event blogged positively and in-depth, about the Lumix range. They also praised Panasonic for embracing this community.
Brittany Ferries has wonderful holidays to Northern Spain, and with it still being a fairly undiscovered destination wanted to engage influencers relevant to their target audiences to show off the region and the benefits of travelling with Brittany Ferries.
We worked alongside Brittany Ferries to identify the right mummy bloggers and older couple/empty nester influencers that would buy into the experience.
After selecting the influencers we engaged them, tailoring a short break to each of their needs and supported them with content creation pre, during and post trip.
BT Wholesale wanted to understand who was talking about topic areas relevant to them, what key conversation drivers were, and where these conversations were taking place.
After defining parameters and objectives, Headstream conducted a digital audit, including social media monitoring.
Through manually assessing the data we were able to answer BT's key questions and make concrete recommendations for them to feed into the social and content strategies.
Lush take their customer service very seriously and so we were extremely flattered when they ask if we would help transform their online customer service team into social customer service experts.
We developed a bespoke training programme for Lush which enabled their team to build up the confidence to field customers' questions and concerns through Facebook and Twitter.
News Corp were looking to better understand key topic areas around various issues to help them better plan their messaging and content.
With this objective in mind, we conducted numerous pieces of social media monitoring to identify key conversation drivers, influencers and channels to be aware of. Off the back of the findings, we identified both vital influencers for them to be engaging with, as well as the requirement to be more real-time in terms of their preparedness and activation.
Headstream also supported News Corp in scoping what a social newsroom might look like.
Headstream worked with Skandia to provide a high level strategic recommendation, demonstrating how social media could be used to strengthen relationships with intermediaries and customers across their key territories.
To generate awareness and encourage usage of Zurich’s ‘My Community Starter’ initiative we made direct contact with event organisers who might benefit from using ‘My Community Starter’.
We then worked with these event organisers to create advocacy content to promote ‘My Community Starter’.
To raise awareness of myLook with its core fashion audience, and encourage membership enquiries, we engaged 20 key fashion influencers. The influencers engaged created a variety of pieces of content, helping raise awareness of myLook.
We worked with global contact lens manufacturer CooperVision to develop their EMEA social media strategy, creating a strategic roadmap and producing learning and development programmes to ensure business-wide understanding of best practice.