Engagement rate of 10%
Nuffield Health approached myclever™ Agency to bring the #SmallVictory campaign to life on social media. The brand campaign would build on the busiest time of year for the health and wellbeing sector.
We produced a comprehensive content campaign that aligned the brand’s social channels with this through-the-line campaign.
Our team analysed the Nuffield Health brand and their existing audience to design a full content plan that built on the television ads and other brand assets to make #SmallVictory an integrated social media campaign.
Timing was integral to the campaign, as it capitalised on the time-of-year. This meant that we worked to a strict time frame, producing optimised copy, hundreds of images and several videos in a rapid turnaround.
Our content featured native rich media formats that increased organic reach by leveraging the algorithms of social platforms. The reach of this content was increased with targeted ad spend.
In January alone, the #SmallVictory campaign reach over 500,000 people.
Our content enjoyed an engagement rate of 10%.
“The team have been really impressed with the work both in terms of content and timing and we have had a lot of positive responses from around the business.”Ally Hendry, Communications & Social Media Manager, Nuffield Health
A Picture Of Health
ROI of 4:1
Nuffield Health wanted myclever‘s help to increase overall brand awareness with their existing customers as well as drive new customer acquisition. It was extremely important to the brand to communicate and raise awareness of their company ideals - particular topics that were important to them.
A fun and interactive app was created by myclever: “A Picture of Health” invited users to upload their pictures around the theme of their own exercise habits. Other users could filter these based on categories, and ‘love’ their favourites.
The contest had almost 2,000 entries, with more than 300 leads generated from the app. Through the course of the campaign, Nuffield Health’s Facebook page attracted more than 1,000 new likes. The overall ROI for the brand was 4:1 - a cost-effective and satisfying result for both the brand, and for us.
50 New members in 1 week
Gym DNA was another campaign that would help Nuffield Health to increase overall brand awareness, as well as improve customer acquisition.
Our development team crafted a fun and simple-to-use app that gave users the chance to find out what their "gym DNA" is. Essentially a personality-style quiz, it played on tropes of gym-goer habits to make the user enjoy participating.
Once a user had their result they were encouraged to share it on their Facebook news feed, further spreading the reach of the app to friends of existing customers. Entrants had the chance of winning a year’s free gym membership at a Nuffield Health centre near them.
We ran the quiz-app for a week, in which time it saw 1,687 entries, of whom 1,196 new Facebook likes. This generated 314 new leads, resulting in 50 new members. There was a Return On Investment of 4:1. Not bad, for a weeks work.
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