Soul Motion - Creative Social Media Agency
CASE STUDY
TAKE IT IN
#StayHomeSaveLives
CAMPAIGN
Adapt. Re-Engage. Amplify
The effect that the COVID-19 pandemic had on all forms of lifestyle, personal and work were huge.
By the 23rd March, many nations of the world had imposed various levels of national lockdown including the UK.
This presented the tourism industry with an 'unprecedented' dilemma, particularly for tourist boards/destination management organisations, who's main directive; to entice people to visit their respective destinations, became the complete antithesis of what was needed with a global pandemic about to encapsulate the world overnight.
CAMPAIGN
Awareness campaign promoting #StayHomeSaveLives public health message to visitor audience.
CLIENT
Bournemouth, Christchurch & Poole Tourism
WHEN
April 2020
BRIEF
Produce and deliver optimised social media campaign with social content to amplify the #StayHomeSaveLives public health message to a visitor audience.
OUR RESPONSE
'Knowing your audience and what they engage with is key.'​
With concerns raised by various local authorities/agencies (police etc) that with the predicted warmer weather due for Easter Weekend and going into May, residents and potential visitors would head to Dorset and BCP area for their (then) one hour of daily exercise, whilst the lockdown continued.
The role as the voice of the BCP Tourism Board was to elevate and amplify the ‘stay home, saves lives’ message to re-engage the target audiences.
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Using inspirational imagery to grab the target audience’s attention and deliver this important underlying message to Take It In - #StayHomeSaveLives - not to visit right now and #ComeBackLater, but still maintaining the Destination’s brand identity, visibility, brand reputation but upholding it's moral and statutory responsibility to protect the public from harm, with the situation being a national/global public health emergency.
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Full social media management/FB Ad Delivery required.
ACTIVITY PERIOD
April 2020
GEO TARGETING
Non residents of Bournemouth, Christchurch & Poole and the county of Dorset.
PLACEMENT
Facebook Feed
Facebook Stories
Instagram Feed
Instagram Stories
YouTube
CONTENT
Feature Video
Instagram/Facebook Stories
Short Videos
THEME/TARGET MARKET
Tourists/Non Residents
CREATIVE EXAMPLES
This ranged from feature video, to topic-specific short videos and image posts with specific crafted messaging.
Executive Art Direction/Agency
Soul Motion
Producers
Bournemouth, Christchurch & Poole Tourism
BCP Council
Copyrighting
Lauren Murray/Soul Motion
Editing
Brady Gee Visuals
Narrator
James Williams
RESULTS
Launching on 9th April 2020, this campaign proved extremely successful, reaching over 1.9 Million People over a 4-week period on social media with lots of positive reception and feedback. This doesn't include the subsequent press coverage that occurred on BBC and other major outlets.
1,923,457
REACH
329,354
VIDEO VIEWS
252,808
POST ENGAGEMENT
