Britain's Greatest Escape
Alton Towers Resort
420% Increase in Instagram reach
122% increase in ENGAGED FACEBOOK USERS
To elevate Alton Towers Resort’s (ATR) social media presence, creating thumbstoppable content to resonate with thrill seekers, families and people planning short breaks in the UK.
We were challenged to create content that would tie in with the brand’s positioning as Britain’s Greatest Escape, aligning the social output to its core values with creative concepts to transport users to the marvellous, unpredictable world of ATR.
To position ATR as distinct from its competitors, we would own the space by producing social assets that set them apart from other theme parks, bringing to life the resort’s amazing experiences.
The campaign’s success would be determined by increased reach, video views, engagement, link clicks and audience growth across social channels, with a central focus on Facebook and Instagram.
Combining punchy, platform-ready copy with formats designed to surprise, we transported users to the magical world of ATR. We created fake posts, engaging videos, tap to reveal assets, and creatives inspiring users to do something ‘out of the ordinary’.
To deliver a more immersive experience, we introduced social-first assets including stop-frame video, boomerangs and slow-motion footage, alongside POV and drone footage.
By developing content that invited interaction, from in-platform features such as polls, sliders and quizzes, to reactive and topical content and gamification elements, we increased engagement and took the feeling of being at the resort into users’ homes. To ensure clarity of message and purpose, we split the posts by objective, defining each post’s desired outcome to increase impact.
In the first month of work, we delivered incredible month-on month improvements:
- 420% increase in Instagram reach
- 68% increase in Facebook reach
- 122% increase in engaged users on Facebook
- 45% increase in accounts engaged on Instagram
- 32% increase in engagement rate on Facebook
- 78% increase in link clicks on Facebook
- 58% increase in link clicks on Instagram
- 543% increase in monthly follower growth on Facebook
- 73% increase in monthly follower growth on Instagram
543%increase in monthly follower growth on facebook
73%INCREASE IN MONTHLY FOLLOWER GROWTH ON INSTAGRAM
CIPR PRide Awards Gold Best Channel Delivery