How it began
Hot off the back of successful one-off projects we’d done in early 2018 with Nokia Mobile, they approached us with a new proposition in July. They were looking to kick their social media content up a gear, and they’d realised they were going to need an exclusive partner to reach their goals. We made it official in August, taking over the social accounts for three of their international branches – Global, UK and France – creating high quality, engaging content that supports Nokia Mobile’s brand strategy.
Developing The Social Media Strategy
Working with the Nokia Mobile team, we developed a comprehensive social media content toolkit, filtering the organisation’s core goals through core monthly deliverables based on key product selling products. With the social media landscape constantly evolving, we also created space in the scope for reactive, of-the-moment content, allowing the team to develop real-time assets in response to relevant trends on an ad hoc basis.
Nokia Mobile has been overwhelmingly positive about the relationship, and you can see why. As of June 2019, the Nokia Mobile Facebook has grown to over five million followers, and the Instagram account has swelled to 342k. With a focus on Instagram growth, we’ve seen huge boosts across all accounts in 2019, with 9% growth on the Global account, and a huge 274% and 420% on UK and France respectively. Despite the overall slowing of Facebook as a platform, we’ve still managed to grow the accounts adding 6.4% to Global and 0.08% to UK. We also grew the Global Twitter account by 14%.
Putting Together A Tailor-Made Team
To best meet the client’s KPIs, we designed and hired a bespoke team of eight social media specialists, configured in a hybrid in-house/agency model. On-site, each of the three offices was allocated a dedicated social media manager to plan and oversee content, manage online communities and channel feedback to the Nucco hub. In the London office, a dedicated creative team was created to craft content, including art directors, copywriters, designers and animators. The account was overseen by a dedicated account manager and producer.
Building Engagement Through Technology
Ask anyone in the social media game, and they’ll tell you engagement is the key metric for success. And for good reason. It’s not easy to get it right. It requires a creative team who don’t just produce interesting, shareable content in a consistent and congruent tone of voice, but who are also constantly on the pulse of the latest tech trends. Because that’s the sweet spot of social – when you can leverage technology with compelling content across platforms.
A large part of our success has come from leaning on our in-house tech team to create games and experiences that take social media from so-so to so spectacular. Projects like Snake AR and Be the Gift have helped us add value to our social media clients, increasing engagement and building platform presence.
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