Promoting Shopiago Trade-In & Shining a Spotlight on Charity Retail Heroes
The Brief
Shopiago, part of World of Books Group, provides leading technology that enables charities to research, value, list and trade donated items quickly and easily to maximise funds for their cause. Major charity retailers soon realised they were on to something special, and now Shopiago is used by leading charities across the UK, including Cancer Research UK, the British Red Cross and Sue Ryder. Having previously worked together, Shopiago approached YS with two key objectives. The first was to increase awareness of one of its key products: Shopiago Trade-In. The second was to drive traffic to Shopiago’s own social channels through a social media takeover to build an engaged, targeted social audience.
The Plan
The first step in the process involved YS and Shopiago working together to develop an approach that would really get results. This involved exploring multiple content formats across Shopiago’s social channels coupled with a social media takeover with the Charity Retail Association (CRA) – an organisation providing insight and support for charity retailers across the UK.
YS also spent time up-front speaking to Shopiago’s key charity partners – existing customers already maximising their charity retail fundraising capabilities through the Shopiago ecosystem – to enable the collection of real stories to showcase the incredible impact that charity retailers can achieve through collaboration with Shopiago.
YS coordinated the campaign, working closely with Shopiago and the CRA to produce content, images and video for organic social whilst also supporting with posting, post interaction, performance reporting and more. The goal was to drive sector conversations and traffic to the campaign landing page by showcasing the successes that charities have experienced using the Shopiago platform – with emphasis on the Shopiago Trade-in service.
To further support the promotion of the Shopiago Trade-in platform, the YS team also wrote, designed and promoted a downloadable ‘Top Tips’ guide that showcased how users can get the most out of the Trade-in system.
Our results Combined Impact of CRA and Shopiago Social Channels:
Combined impressions
15,845Campaign activity achieved 15,845 impressions across the Shopiago and CRA social channels.
Website visits
117Generated via organic social throughout the social media takeover.
Combined engagements
969Across Shopiago and CRA social channels, illustrating our audience’s enthusiastic interaction and support.
Conversation rate
34.57%Across all landing page visitors, hosting the top tips guide, 34.57% of users downloaded the guide.
I have been working with Yours Sincerely since last year across many projects including brand awareness and thought-leadership content, lead generation campaigns and data integration, to name but a few. Their diverse knowledge and varied experience is invaluable, and the content produced always tells a compelling story that offers insight beyond a typical lead generation campaign. I genuinely view the activity as an extension of our own marketing team.
For more information on how we can support your marketing efforts and make a positive impact through social media takeover campaigns, get in touch with us today.