2014 Christmas Charity Campaign

Hayes Garden World Reaps The Rewards Of Social Media

HAYES GARDEN WORLD SOCIAL MEDIA CHRISTMAS
CAMPAIGN - CHARITY TREE

(5th November - 12th December 2014)

Objectives

  • Increase likes/followers on Facebook and Twitter
  • Boost activity and interaction on the Facebook page
  • Increase social sharing on hayesgardenworld.co.uk
  • Increase newsletter signups

Summary Of Strategy

  • Run a 12 week Christmas competition giving away Christmas trees to fans and selected charities based on the social sharing of the charity tree page/image.
  • Encourage the sharing of the charity tree through conversation and engagement.
  • Encourage fans to invite their friends to interact with the tree.
  • Reach out to users not yet following us on Twitter.
  • Encourage fans to comment as well as liking and sharing the tree.
  • Strike up conversation with fans to build up more buzz and momentum.
  • Encourage fans to interact on the web page itself as this will be the only way to light the tree up.
  • Increase followers on Instagram and Pinterest.
  • Create conversation and buzz online through the use of external sites.
  • Encourage sign ups through the use of our social media platforms.
  • Encourage sign ups through the use of our website.

Results

  • Social sharing increased by a whopping 4645% on hayesgardenworld.co.uk
  • 746 newsletter signups

Page likes over the campaign duration (3 months)

Total number of people reached daily (average 1748 people per day)


Jamie Oliver Summer Giveaway

(1st March - 31st August 2012)

Objectives

● Increase brand presence on Facebook and Twitter.
● Boost activity and interaction on the Facebook page.
● Increase traffic to www.hayesgardenworld.co.uk .

Summary Of Strategy

  • Devised a social media strategy based on Jamie Oliver.
  • Launched a Facebook advertising campaign, creating and split testing adverts to promote the campaign.
  • Redesigned
  • Facebook fan page, promoting the campaign with competition information, as well as links to their website.
  • Evaluated analytics, and established ways to improve them throughout the campaign.
  • Carried out a social media research program and executed a creative writing strategy
  • targeting gardening/garden furniture related forums. This included link building and
  • following up conversations created.
  • Creation of Facebook tabs which allowed users to suggest Hayes page to their friends, which helped the campaign go viral.

Results

  • Campaign generated 2348 new likes
  • VR (Virality Rate) on Competition Post = 33.12% (+ 8.12%)
  • Social Media Referral Traffic to hayesgardenworld.co.uk = 7.24% 
  • No. of e-newsletter subscribers + 4050%

Page likes over the campaign duration (6 months)

Total number of people reached daily (average 1078 people per day)

 

Other Successful Campaigns

Following the success of our 2012 Jamie Oliver campaign, we decided to use his popularity as a brand again. We set out to create a page of barbecue recipes that could generate some substantial traffic for us over many summers to come. The results were over 130 unique recipes, that now attract hundreds of visitors a year to our website. View full details and results
 
 
Another hugely successful Campaign was our 4 seasons, where we asked for a gardening tips as an entry to the competition. We managed to create 4 fantastic pages of tips, which will continue to attract traffic to our website for many years to come. View full details and results Spring Summer Autumn Winter
 
 
 
 
 
 
Data supplied by Hayes Social Media Specialists Adam Berry of Social Media Group
Hayes Garden World
Our Hayes employees, have a vast wealth of knowledge, we have several staff with over 50 years experience each of their fields. Plants, planting and landscaping have been our life for almost 200 year. With over 100 staff across the garden centre, our depth of knowledge is vast. We now also have aquarium staff who are able to offer advice in fresh water, tropical and marine fish keeping, ponds, pond plants and water features.