Coral Horses

Coral (Paid Social)

MAKING CORAL A SOCIAL STAR AT CHELTENHAM

Challenge

Achieve no 1 share of voice for the Cheltenham festival across Social Media platforms, with a lower budget in comparison to major competitors.
Achieve growth/improvement in Twitter follower and engagement metrics.

Audience

Coral customers, horse racing enthusiasts, and anyone who’s ever had an inkling to place a bet!

Approach

Coral’s creative agency had produced a campaign called CheltenHAM and we created a point of difference to paid social by utilising the Earned Media team. 

Earned Media activity for Coral focused on generating news coverage and social engagement for the CheltenHAM activity. We targeted key influencers, racing press and relevant consumers with a large following on Twitter.

Paid Social Media Activity was split between generating followers, and promoting engagement with the CheltenHAM content.

  • All activity maximised response by highly reactive updating and continually refreshed campaigns over the festival.
  • Follower & Engagement activity was targeted using bespoke audience segments, based drawn from research.

 

Results

  • Number 1 SOV achieved
  • News circulation of 224,934,062 reached
  • 213,467 Twitter users reached
  • Overall Paid Social Media Campaign
    – Over 7 Million impressions
    – 2,453 new followers
    – 59,889 total engagements
    – 2,621 video views