Giving You Market Leading Social Media

83 Harcourt Street, Dublin 2 | www.leadingsocial.net

Case studies

EVENTLeadiNG sOCiaL PReseNts GaRY VaYNeRCHuK

As Dublin’s first dedicated Social Media

Marketing agency, we wanted to raise

awareness around the services that we offer

to businesses around the world. To do this,

we brought one of the world’s leading social

media experts Gary Vaynerchuk to Dublin.

To sell out this event, we produced and

executed a social media strategy.

GOaLWHeN

We began our work by first identifying the exact target market that we wanted to attract to

the event. We then used both commonly available research and our experience to select the

channels we were going to use to hit the decision makers with our advertising. This was a vital

step in order to produce stunningly visual graphics that not only showed off Leading Social

as a market leading agency but also drove direct sales to the event. These graphics were

then backed up with a robust advertising strategy that included a range of extremely targeted

advertisements which, in turn, increased the reach within the target demographic.

aCtiON

Within four weeks of announcing the event, we had raised massive

awareness around the services we offer. This came in the form of

new work being generated as a direct result of the event. In addition

to this, we had a completely sold out event. Our ability to measure

end to end results of the ticketing process meant that we could

optimise our advertising spend based on the number of tickets that

we sold.

ResuLt

PLatFORMs

2016MARCH

SOLD OUT EVENTWITHIN

3 WeeKs

PDST CAMPAIGNtHe NON CONseNsuaL sHaRiNG OF iNtiMate iMaGes

The Webwise initiative of the Professional Development

Support Service for Teachers (PDST) acts as the awareness

centre for the Safer Internet Ireland project. As part of this

day, they wanted to run a social media campaign targeting

teenagers in Ireland on the issue of non-consensual

sharing of intimate images (revenge porn) as part of a

broader public awareness campaign on the topic of

sexting. Leading Social were tasked with creating digital

content for this social media marketing campaign.

GOaLWHeN

We began our work with PDST by first identifying the exact target

market that was going to be consuming the campaign message. We

then used this data to plan the story through iterations of research and

brainstorming. Once things had been signed off, development then

began on the video with shooting and editing. We also created two

native articles to be published on Teen Times. Once all production was

complete, we posted the video natively on Facebook through the Teen

Times Facebook page. We supplemented this with extremely targeted

advertisements that increased the reach within the target demographic.

aCtiON

Within the first day of this video launching on Facebook, the video

had “gone viral”. We reached a combined total of over 1.1 million

people between the ages of 13 and 20 years of age. The video was

picked up by news outlets such as HerFamily.ie.

ResuLt

PLatFORMs

2016EARLY

REACHED OVER

1 MiLLiONPEOPLE ORGANICALLY

SOCIAL MEDIA ADMINISTRATION BuRRitOs & BLues

Build on-brand Facebook & Twitter

social presences for Burritos and

Blues. The client wanted to raise brand

awareness and encourage target market

engagement. The ultimate goal was to

increase the number of sales in store.

GOaLWHeN

We began our work with Burritos & Blues by first identifying the exact target market

and what USP would engage with them. Using this data, we created tailored and

visually appealing content to engage the target market. We then augmented this

organic performance with a small spend. The content encouraged sales in a subtle

yet effective manner. Our initial analysis of the early engagement allowed us to

further refine the content for the later parts of the campaign.

aCtiON

Within the first three months of 2016 the organic reach and

engagement of Burritos & Blues had more than quadrupled.

This meant that more customers were seeing their content

and more were interacting with it. This led to a notable rise in

sales across the group and we’re expecting these results to

keep improving as we continue to work with the brand.

ResuLt

PLatFORMs

2016EARLY

THE ORGANIC REACH4 tiMes

SOCIAL MEDIA ADMINISTRATION eduCOGYM

Increase the number of leads produced

by social media, raise brand awareness

and encourage more people to join

Educogym.

GOaL

2016WHeN

We worked with the client to identify their perfect customer. We then matched this

with insights that we had taken from their social platforms and Google Analytics. We

paired this with the USP that would engage their perfect customer in the best way.

Using this data, we created tailored and visually appealing content to engage the

target market. We also incorporated it into lead generation ads on Facebook. Our

initial analysis of the early engagement allowed us to further refine the content for

the later parts of the campaign.

aCtiON

Within the first three months of 2016 we managed to increase

the number of leads coming from social media by 3X. In

addition to this, we increased the reach of the page by 3X.

This led to a notable rise in sales across the group and we’re

expecting these results to keep improving as we continue to

work with the brand.

ResuLt

PLatFORMs

EARLY

THE NUMBER OF LEADS3 tiMes

SOCIAL MEDIA ADMINISTRATION FResH tHe GOOd FOOd MaRKet

To develop and build an on-brand social

presence for Fresh. The main aims for

the client were to raise brand awareness

and to encourage their target audience

to interact with the brand. The overall

goal of our strategy was to increase

footfall across Fresh stores.

GOaL

2015WHeN

We began our work with Fresh by first identifying their various target markets. These

target markets each needed specific USPs in order to encourage them to engage

with the brand. Our content has encouraged sales in a subtle but efficient manner.

Through testing various forms of content and analysing the results, we were able

to refine our work to ensure the greatest efficiency in spend and highest level of

engagement was achieved for Fresh.

aCtiON

Over the course of 3 months the number of followers across

Fresh’s social platforms doubled, from 2,000 people to over

4,000. As a result of this we have seen an increase in store

traffic and sales across the group. We are expecting these

results to keep improving as we continue to work with the

brand.

ResuLt

PLatFORMs

dOuBLedTHE NUMBER OF FOLLOWERS

SOCIAL MEDIA ADMINISTRATION BLaNCHaRdstOWN CeNtRe

250%INCREASE IN ATTENDANCE

To build awareness around a student

focused event in the shopping centre.

The campaign ran over four weeks

before the event to ensure record

attendance.

GOaL

2015WHeN

We began our work by identifying the exact target market for this event on

Facebook and pinpointed what would drive the footfall on the night. Using the

data gained, we created shareable and interesting content to engage with the

target market. We aimed to encourage word of mouth in a subtle but effective

fashion. Our initial analysis of the early engagement allowed us to further refine

the content for the later parts of the campaign.

aCtiON

Through the actions taken on behalf of Blanchardstown

Centre, we managed to engage a huge number of potential

customers online, resulting in an unprecedented boost in

anticipation for the event. There was a larger pool of highly

targeted potential customers seeing their content than ever

before. This resulted in more people interacting with the

content leading to a huge increase of awareness of the

event. All of this culminated in a record attendance in the

centre on the night.

ResuLt

PLatFORMs

SOCIAL MEDIA ADMINISTRATIONBOMBaY PaNtRY

Build on-brand Facebook & Twitter

social presences for Bombay Pantry.

The client wanted to raise brand

awareness and encourage target market

engagement. The ultimate goal was to

increase the number of online orders.

GOaL

2015WHeN

We began our work with Bombay Pantry by first identifying the exact target market

and what USP would engage with them. Using this data, we created tailored, visually

appealing content to engage the target market. The content encouraged sales in

a subtle yet effective manner. Our initial analysis of the early engagement allowed

us to further refine the content for the later parts of the campaign.

aCtiON

Within three months our clients organic

reach and engagement had more than

doubled. It meant that more customers

were seeing their content and more

were interacting with it. This led to a

notable rise in sales across the group

and we’re expecting these results to

keep improving as we continue to

work with the brand.

ResuLt

PLatFORMs

dOuBLedORGANIC REACH & ENGAGEMENT

SOCIAL MEDIA ADVERTISINGeNteRPRise iReLaNd

ReCOMMissiONedCAMPAIGN

Develop and manage a social media

advertising campaign for Enterprise

Ireland. The campaign goals were to

raise brand awareness and generate

sign ups to the Enterprise Ireland IBYE

Competition within a specific market

segment.

GOaL

2015WHeN

We created engaging content to encourage click-throughs and it resulted in a large

increase from candidates. We also used targeting to create specific groups within

the agreed chosen market. We grouped people through their behaviour. An example

of targeting was if they either owned business pages or liked and engaged with

business orientated/themed pages.

aCtiON

We were working on a campaign that

had previously been done by another

party in 2014. Enterprise Ireland reported

the highest level of satisfaction with

our work and results that dramatically

exceeded the previous year.

ResuLt

PLatFORMs

SOCIAL MEDIA ADVERTISINGKPMG

AUTUMN 2014- SPRING 2015

WHeN

We started by creating engaging content to encourage click-throughs and increase

applications to the competition. Specific groups of students who attended the

chosen universities were targeted for maximum impact. Using real time analytics,

we refined our work to ensure the greatest efficiency in ad spend.

aCtiON

KPMG described the Leading Social

campaign as outstanding and noted

their KPI’s increased 300%. We were

working on a campaign that had been

done by another company in 2014 and

the results were improved dramatically

through the work of Leading Social

ResuLt

PLatFORMs

Develop and manage a social media

advertising campaign for KPMG. We

aimed to increase brand awareness

and generate sign ups to KPMG’s

International Case Competition

within a specific market segment.

GOaL

NUMBER OF APPLICANTSAS PREVIOUS CAMPAIGN

3 tiMes

SOCIAL MEDIA ADMINISTRATIONPiZZa Hut

300%INCREASE IN ENGAGEMENT

To build on-brand Facebook & Twitter

social presences for Pizza Hut Delivery.

The campaign had two aims. First, to

raise brand awareness and encourage

target market engagement. Second,

deliver a large increase in people placing

online orders.

GOaL

2014 / 15WHeN

We began our work with Pizza Hut Delivery by first identifying their exact target

market and the USP to engage with them. Using the information, we created

bespoke mouth-watering content that engaged with their target market. This

encouraged sales in a subtle yet effective fashion. We analysed the engagement

from posts and using this data we continued to refine the campaign.

aCtiON

Within the first three months, we

saw a 300% increase in the level of

engagement. Both Facebook and

Twitter had a 250% increase in the

growth rate of fans with all results

increasing month-on-month.

ResuLt

PLatFORMs

GLOssaRY OF TERMS

LiKesThe cumulative number of those who have chosen to be updated by your pages information.

CHeCK iNsThe number of people who have used GPS in order to communicate via the internet that they are in your premises.

stORies CReatedA story on Facebook is created when a user likes your Page, posts to your Page’s Wall, answers a Question you posted, RSVP’s to one of your events, mentions your Page, phototags your Page, checks in at your Place or likes, or comments on/ shares one of your Page posts.

iMPRessiONsRefers to the number of times your content is displayed.

ReaCH

Measures the number of unique people who saw your content.

“ORGaNiC” aNd “ViRaL” iMPRessiONsRefers to the number of unique people who had the ability to see your post in News Feed or on your Page, including people who saw it from a story shared by a friend when they liked, commented on or shared your post, answered a question or responded to an event.

tWitteR eNGaGeMeNtThis score indicates how well you are communicating and interacting with your audience.

tWitteR iNFLueNCeThis score indicates your growth and interest level among your audience.

CONVeRsatiON Vs uPdatesTweets that are tracked as a “conversation” are ones you send as a @reply to another Twitter handle, whereas “updates” are tweets that you send out to your entire audience.

NeW CONtaCts Vs eXistiNGWhen you send a reply to a Twitter user for the first time we count that as a new contact. Existing contacts are Twitter users that you have previously engaged with that you have contacted again during your specified date range.