Case Study: Tapping into Goodwood Revival nostalgia for Brewin Dolphin
This year, thousands of petrol heads descended on Goodwood racecourse in their finest vintage gear to enjoy the roar of rare engines from the past and – for some – a trip down memory lane.
Goodwood Revival sponsor and MRM client, Brewin Dolphin, was keen to get ahead of the competition and build up a community of revival enthusiasts on its Facebook page.
MRM planned a month-long content strategy in the build up to the event, which included fizzing social posts, quizzes, competitions, videos and images, as well as commissioning blogs by influential revival blogger, Fleur McGerr (pictured). As part of the strategy, we also curated content from a number of revival-related blogs, including that from the Goodwood Revival team.
Plan like a publisher
A daily content plan was drawn up just over a month ahead of the event to make sure that there was a wealth of content available. MRM planned the creation and distribution of content like a publisher might do with a magazine, working with an in house team of writers and Brewin’s graphic team to create visually appealing content. While content was housed on the website, the plan included how it would be shared across social media channels and on which days. One of the tactics was to make sure we made the most out of each bit of content, so for example, MRM split one blog, 14 Facts You Didn’t Know About Goodwood Revival into 14 infographics that were dripfed over Facebook and Twitter in the days leading up to the festival.
Don’t be shy
MRM maintained daily engagement with targeted influencers too. For example, after we tweeted our interview with an Oxfam charity shop on tips on dressing for revival, the charity retweeted the picture to its 238K followers.
We also created several well-researched infographics for the vintage shopper, aimed at helping revivalists find the perfect outfits or festivals. In each case we name-checked the shops and festivals we praised, earning follow-backs and engagements.
We even caught the attention of former TV driving presenters, Ant Anstead and Tiff Needell, who both engaged with the campaign over Twitter after we – rather cheekily – asked them which classic car they wanted to be. Try this quiz out here.
On the weekend of Goodwood, MRM dispatched a roving reporter, who interviewed people from the throng and asked them what they most enjoyed about the festival.
You can watch one of them here.
We also filmed a number of short clips to share throughout the weekend, such as below.
Staying ahead of the competition…with a competition
The real highlight of the campaign was the success of the photography competition, which saw 67 people share pictures of themselves in ‘20s frocks and WWII pilot gear to Brewin Dolphin’s Facebook page. By uploading via their own pages, they were also exposing the brand of Brewin Dolphin to their friends on Facebook. Winner Tracy Jen Holmes, pictured below in 1950s glam, was awarded a luxury Fortnum and Mason hamper. So happy with her prize was Tracy, that she took a picture and shared it on Brewin’s Facebook page, earning many more engagements.
The campaign managed to succeed all targets, with some key figures shown below:
- Facebook likes: 854 (42% above target)
- Engagement: Average 218 engagements per post on Facebook (626% above target – 6,547 engagements over 30 posts). Engagement includes clicks on post, likes, comments and shares.
- Total reach: 171,022