Service: Digital landscape, website and social audits
Brief: Undertake a variety of audits, from channel audits of member associations, to regional digital landscape and social audits.
Solution: The Asian Football Confederation (AFC) is an international body with numerous national association members. They awarded Hanover the brief to undertake deep audits of nominated digital and social channels, including current content and performance. We have also carried out extensive additional research to provide benchmarking against current regional and national variations.
All findings and recommendations have been presented and delivered in the client’s preferred format, including visualisation of data where applicable.
Sector: Mining and Minerals / Luxury Goods
Service: Full-scope social media management
Brief: Establish and grow social media presence across Twitter, Facebook, Instagram and LinkedIn.
Solution: Working closely with our colleagues in the Hanover Corporate team we delivered full-service social media management, encompassing audience insight, daily monitoring and influencer identification, as well as content strategy and execution, plus influencer engagement. The Hanover digital team also managed paid social strategy and execution, as well as analysis, reporting and evolution.
Following huge success against all KPIs, such as a twelve-fold increase in engagement rates, we subsequently created guidelines for the client to manage social media in house.
In November 2021, we worked with FSCS to create the inaugural FSCS podcast series ‘Protect your money with FSCS’.
With COVID having a profound effect on individuals and many facing financial difficulties, FSCS knew it was more important than ever to increase awareness of and educate people about their protection. The podcast was an effective way of fulfilling this aim, giving customers the confidence to make better financial decisions by providing accessible information and demystifying the complexities surrounding financial compensation.
Through the podcast, we were able to speak to consumers, customers, and stakeholders in an authentic and human voice – setting the series apart from other podcasts in the finance space. Now the podcast is an extension of FSCS’s communications programme; a new and exciting way for them to connect with their audiences in a fresh and engaging way. During the series, we welcomed a mix of internal guests and key industry partners who discussed a variety of topics. By partnering with key players in the industry, such as MoneyHelper, we were able to create a joint narrative, explore a wider breadth of issues, and increase the people they reached.
Creating visual and engaging creative social content whilst utilising a strategic paid amplification of the content ensured we were reaching our current audience whilst attracting new and untapped followers. Content included a range of engaging static social assets, and short video snippets to give the audience a teaser of the episode’s content.
As of May 2022, the first six episodes achieved 686 listens, including 185 for the first episode alone. Social media promotion was a big driver for this success, as posts achieved a total of 1.22 million impressions across Twitter, LinkedIn, Instagram, and Facebook.
The podcast has since been shortlisted for the UK Content Awards 2022 and is now considered a core pillar of content for FSCS going forward.
We are proud to have worked alongside MSD on the #NursesMatter campaign that advocates for the role of the Cancer Clinical Nurse Specialist (CNS). In oncology, it’s evidenced that a patient is more likely to end up on an innovative cancer treatment is they have a CNS. However, they’re an overstretched and undervalued workforce resource, and face a demographic challenge in terms of recruitment and retention (as significant numbers are set to retire in the next five years).
Throughout 2021, we developed the #NursesMatter campaign. We created creative and insightful content that heard first hand from both patients and nurses themselves around why nurses matter to patient care. This content included animations featuring nurses, a variety of video content and imagery acquired from a parliamentary event in collaboration with Lung Cancer UK featuring MPs, the nursing community and patients themselves. By planning and posting a steady drumbeat of content across MSD’s social media channels, as well as tapping into awareness days throughout the year such as The Year of the Nurse and Cancer Survivors Day, we were able to demonstrate the integral role of the CNS.
Through the campaign we have not only achieved strong performance metrics, but also been able to bring the experiences of patients who have access to a CNS and the nursing community to the attention of healthcare commissioners and achieve an official framework that allows for this role to be protected.
We received gratitude from the nurses themselves with many sharing how proud they felt to be included and hoped that their experiences inspired the next generation to follow in their footsteps.
The #NursesMatter campaign has been shortlisted for industry awards including the EMEA SABRES 2022 and UK Content Awards 2022.
At the start of 2020, we worked with a long existing client of ours, MSD, to raise awareness around the urgent threat to health that is Antimicrobial Resistance (AMR). Due to the hurdle of the pandemic, we were forced to adapt our original plans for the campaign and think differently about the best way to reach our audience. This led to us launching a podcast series ‘The Steward’.
To highlight this urgent need to tackle AMR, we played on the AMS acronym to develop the ‘Act today, Make the change, Save tomorrow’ campaign tagline. Through delivering an above brand campaign, we were able to support MSD in demonstrating their commitment to antimicrobial stewardship and show their support for the government’s 5-year National Action Plan.
Bringing out voices of important stakeholders from across the Antimicrobial Stewardship community we launched the podcast series ‘The Steward’. The series featured an array of experts spanning the field of AMS sharing their personal experiences, insights and perspectives.
The podcast was a resounding success as early on into the series we found there was a keen interest from organisations committed to fighting infection. Experts who shared valuable insight included individuals with associations to Antibiotic Research UK, the British Society for Antimicrobial Chemotherapy and the Scottish Antimicrobial Prescribing Group – all organisations of strategic importance for MSD stakeholder engagement within AMS.
Social media was key in driving traffic to the series, providing compelling content with high engagement. The series garnered over 2,700 listens and gained traction in the AMS space. The podcast series initially focused on the UK but has gained traction to feature global guests in series 2 “The Steward on Tour” – which include hearing insight from both Africa and Asia.