ABOUT

The brief:

To deliver a social strategy across key social platforms (Facebook, Twitter, Vine & Instagram) for the peak Summer travel season, to ensure incremental growth and positive sentiment. We set out to achieve this through a content rich schedule of activity with granular targeting for maximum effectiveness.

Our solution:

‘Britain is great, National Express can make sure that you get to see it in all its glory.’



1. Social Content #GoBritain

Writing travel inspiration pieces that encourage people to travel the UK whilst highlighting how exploring the country via National Express Coach is the best value travel option. All content was delivered via social platforms - Facebook, Twitter, Instagram & Vine.

2. Blog #GoBritain

The blog was developed to inspire potential customers to travel offering them information on events, destinations, festivals etc., all of which are accessible by National Express Coach.

This content has allowed National Express to give increased value to their customers, and potential customers whilst gaining valuable insights & repeat travel with a constant fresh content feed.



3. Tactical Paid Social

Using targeted paid social activity to communicate tactical offers specifically tailored for individual audiences. Granular targeting by geography, demographic and interests allowed constant learning & optimisation to achieve an ever improving ROI.

4. Go Britain Awards

To conclude the summer activity we devised the #GoBritain awards. Incentive led activity encouraging engagement & driving data capture. Split into four categories - beach, city, countryside and festival – we ran a competition encouraging people to vote for their favourite destinations or event. With participation from partner brands and organisations, the campaign served to deliver an awareness of the service provided by National Express – a countrywide network and travel to events around the UK.

Watch the Go Britain trailer video here.



The resul​ts:

27 million

were reached by the social campaign

10%

increase in followers & fans across both Facebook & Twitter

4,497

competition entries received

29,000

ticket sales during the period

Over 2%

engagement rate across Facebook & Twitter

4:1

overall ROI across Social

What the client said:

"One Black Bear has become an invaluable part of the National Express marketing team. Their creative solutions come in on brief, on budget and have yet to fail to deliver on ROI. A perfect blend of creative ideas and commercial aptitude make the team at One Black Bear a joy to work with."