Polly Barnfield explains why brands should publicly share campaign results. Silverburn shopping centre raised £23,000 for Glasgow City Children's Hospital through a gift-wrapping fundraiser, then posted a thank-you update that drove traffic back to their site and built goodwill. Schedule these posts in a content calendar and boost the ones that work.
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Today we're looking at why you should celebrate the results of a campaign on social media. This is Silverburn and it's a shopping center up in just the outskirts of Glasgow. And what they did over Christmas was they did gift wrapping. So it was all about the shopping center giving back to the community. So they had volunteers in and they gave the. The donations were all going to the Glasgow City. Glasgow City Children's Hospital charity. And basically what they did was a gift wrapping service. So anybody basically that needed gift wraps for Christmas came in and got them wrapped and paid a little fee and all that money went to charity. And what they did was obviously this. Bear in mind that this was almost two months later that the posted this. So that shows that then obviously they have spent the time, they have collated all the funds, they've spoken, the charity generated the big check, they've come in, they did the photo opportunity and then here you can see they've said, thanks to you. Help trees, over 23,000 pounds and your generous donations to our gift wrapping Santa and the other events have gone towards vital services to help vulnerable children and their families. To read more about how you helped us make a difference in 2022, click there. So what's great about that is it's a shopping center, you know, AKA a big business. It's actually giving back to its local community during Christmas. So rather than all being about buying, it's about giving, which obviously shows, you know, that a business with a heart. And I think what's really lovely about it is that they have worked with, you know, a children's hospital charity, which obviously was hand in hand with that kind of, you know, Christmas giving. You know, you do automatic think of children at that time of year and the fact that there is such a big amount of money, so £23,000 and that's actually come from the customers is huge, given, you know, a lot of people's circumstances at Christmas. And I think what's really nice is they're then asking you to go back to their website to read more. So they're driving the funnel, they're driving people from Facebook back to the website and then they naturally might even generate some football off the back of it, because people might think, oh, wow, I've been in there for a while, I need to go in. And as you can see, they've got some really nice engagement on it. But I guess the reason why it works is because it really is about showing that actually they did a thing. Let's show the results of that thing. So always ensure that if you are doing anything to do with charities or you've done any campaigns, show the end result, because people really do genuinely care. Now, if I was these guys, one of the things I'd want to do is make sure that I had all my content all scheduled in, because, as you can see, they're busy. They do a lot on social media. And so what they have. What you could do is you could go on to the maybe platform and go to content calendar in here, and then here you can see it would be all the content that they've already scheduled in and you can even boost it, you can duplicate it. So if you might, you might quite like it. You might think, I kind of want to do the same kind of thing. You can also go in and add posts as well. And then the great thing is they could compare their calendar. So literally, they can compare their calendar to any other shopping center, for example, in the uk might be one down the road, or it might be one across the other end of the country. And then that way, not only can they see how their content is looking, they can see, you know, is their direct competitor posting, maybe more on Instagram or more on Twitter. Now, as always, if you've got any questions at all, click on there to do better. You'd love to help.
