Social reach and social reaction for London 2012 #GoldMedalStamps.

We were asked to...

We were asked to help Royal Mail with the social media activation of its licensing agreement with the London 2012 Olympic Games.

Royal Mail was licensed to produce a commemorative Gold Medal Stamp for each Team GB gold medal winner at the Games.

The main social platform used by the in-house press team during the Games was the @RoyalMailNews Twitter account.

And so we...

Based on a series of bespoke Twitter API queries, we provided a detailed analysis of Olympic content performance and conversation dynamics leading to a series of actionable insights for @RoyalMailNews - who to target with what kind of content and how to go about it.

We generated a range of lightweight content ideas around the stamps designed to work at a national, local and individual level.

We worked closely and intensively with the in-house community management team to identify and capitalise upon short term, reactive content and conversation opportunities.

We ran promoted account and promoted tweet campaigns around various topics to various audiences.

We provided daily content/conversation planning and daily analytics.

And the result was...

Through sister agency Face Group we conducted a post campaign analysis comparing the reach and reaction achieved by Royal Mail versus a "competitive set" made up of headline sponsors.

Royal Mail achieved a highly creditable 19% share of social media voice versus higher spending brands who were also active in broadcast advertising media.