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Social media case study: Butlins

Guest post by: Jo Stratmann

Article Overview: Social media agency FreshNetworks helped family holiday provider Butlins use social media to promote their family friendly holiday options and to advertise their red coat staff auditions

Social media case study: Butlins

Looking to develop more of an online presence, family holiday provider Butlins came to FreshNetworks to increase word-of-mouth and buzz about their family friendly resorts and hotels.

Butlins also wanted to spread the word about their Red Coat auditions in order to get the best candidates to apply and work at their resorts.FreshNetworks took the brief and designed a campaign which resulted in over 3,000 people engaging with the brand online in just 3 months.

FreshNetworks used social media monitoring to identify and single out influential family blogging ‘hubs'. As leading influencers in the family lifestyle world, these hubs became key components in reaching as many people as possible later in the campaign due to their ‘expert' status and highly regarded opinions. The tools were also used to assess how the online world felt about Butlins in general in order to focus the campaign in the right direction.

What followed was the creation of a fully integrated, bespoke blogging platform called "WeAreButlins", which connected the Butlins Facebook, Twitter, Youtube and Flickr feeds. The blog became a hub of activity with photos, videos and numerous blog posts for visitors to digest, and had a unique community aspect whereby much of the content was created by customers.

On top of this, 70% of the posts were written by the previously identified highly influential family lifestyle bloggers, which significantly increased word-of-mouth, reinforcing Butlins image of a fun and exciting family holiday provider.

A spin-off campaign for recruiting talented Red Coat hopefuls required candidates to record audition tapes and post them up to Youtube, which subsequently got posted on the Youtube page and the blog. Over 150 audition videos were submitted to Butlins in just 3 weeks. The Red Coat campaign subsequently gave Butlins its largest ever PR exposure - a reach of 53 million.

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Article Tags: Butlins, FreshNetworks, Red Coat Auditions, social media case study, We Are Butlins



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