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Integrating Social Media
Into The Marketing MixRob Mansfield
Senior Digital Editor, Age UK
Profitably Integrate Social Media…
?
“Scra
tchin
g h
is h
ead”
by
Tam
bako
is lic
ensed u
nder
CC
BY
2.0
Love Later Life
Campaign channels
• TV ad
• VOD
• Cinema Ads
• Magazine rebrand
• Social Media
• THE HUB!!
• Posted behind the
scenes shots.
• Celebrity campaign
quotes.
• ‘Regramed’ UGC
generated using the
hashtag
• Created short edits of
the TV ad.
• Posted shots of our
case studies.
The Hub
Results
The numbers
Combined TV ad plays: 101k
Overall engagement: 180k
Combined social increase: 18k
Combined social reach: 12m
Results
In practical terms, this means
• A highly-engaged audience (small is beautiful if they are engaged)
• A totally new and largely-positive attitude on our facebook page
• Accelerated audience growth
Any questions?
Rob Mansfield
@robram
www.linkedin.com/in/robmansfield
Thanks to Athar and Tom for the data and execution
