CASE STUDY

We worked on a social media campaign to help Southampton City Art Gallery increase footfall to the venue, grow engagement on their social media pages, increase bookings for events and workshops and improve their teams approach to social media.

 

southampton city art gallery instagram

Strategy & Planning

We started the project by running in-depth sessions with each department within the gallery – through from learning and education to curation and the venues teams. This allowed us to dig deep into their individual requirements for the social strategy, as well as gauging the types of content they would be able to contribute throughout the course of the campaign.

This was then followed by a review of the existing social media documents and policies. We then devised a dedicated social media strategy speifically for the Gallery along with social media guidelines and a tailored content calendar – designed to support both the duration of the campaign and also ongoing management by their internal teams.

To successfully measure performance, we did some initial benchmark reporting to explore current performance – giving us something to compare against during and after the campaigns.

 

Facebook Check-Ins at the Gallery Increased By

287%
art gallery word cloud

Social Media Training

One of the main goals for Southampton City Art Gallery was for the internal team to be able to continue with the social media strategy for the future. To help make this possible, we ran a number of different training sessions for the team over the course of the project.

This started at initial beginner sessions, for people in the team who just wanted to be able to pick up comments and do adhoc posts, through to more advanced sessions for the individuals who would be leading the strategy going forwards.

Referral Traffic to the Website From Social Networks Increased By

215.4%

Organic Campaigns

Using the social media themes identified within the initial strategy and planning phases, we used the content calendar to plan in a series of regular organic posts. This included the launch of a dedicated Instagram account.

These posts were centred around a combination of daily life in the gallery, key information about exhibitions and events and ‘behind the scenes’ information on employees and exhibition setups. We also had a series of posts centred around the Smart Murals in the City exhibition which was taking place in the gallery and across various venues in the Southampton area.

Through this time:

  • Facebook comments grew by 927.1%
  • Facebook shares grew by 321.8%
  • Facebook check-ins grew by 287.9%

Paid Campaigns

Alongside the organic campaigns, we also devised a plan for a series of paid campaigns to drive traffic to the website. This was ideal for people who weren’t currently following any of the gallery’s social media pages or searching for related posts by them.

These were aimed at two target audiences; parents of young children who might be intereted in the Please Do Touch Trail for Under 5’s or the children’s workshops, and also students from art related courses who may not know about the Smart Murals in the City.

Through this time:

  • Goal Completions on the website increased by 56.5%
  • Website sessions increased by 56.2%
  • Website page views increased by 35.8%

Website Goal Completions Increased By

56.5%

Testimonial

Flexible and adaptable service. Attention to detail and a pragmatic, individual approach. I would definitely recommend.

Kate Mitchell, Learning and Projects Officer

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