The Violence Reduction Network (VRN) and Leicestershire Police were looking for an agency to help ensure that their LiveSafe platform has a consistent presence online, by targeting its desired audience groups through a carefully considered social media content schedule.
The Challenge
The content plan and social schedule needed to be inclusive of the new assets that were designed to advertise the function of the site, but it also needed to work in conjunction with existing campaign content connected to the website’s key subject matter areas.
We also needed to consider the need for one-way communication on social media as VRN is not able to provide support or advice based on their subject matter.
The Solution
We completed a photoshoot around the local area to create relatable assets for the VRN audience (young people and parents/carers), and we followed that up with the design of dedicated assets to encourage users to refer their friends to VRN’s existing resources.
To support the existing content, we developed a campaign that would still be effective but with a lesser need for community management. To do this, we focused on formats that tended to generate a lower level of engagement, such as Instagram stories and Snapchat.
The Outcome
We designed animated and static assets to help drive brand awareness and recognition, creating dedicated assets for the defined audiences across varied age brackets. The aforementioned photoshoot provided imagery involving recognisable Leicestershire locations which helped to boost authenticity and relatability. Equipped with our assets and our content, we were able to deliver a social campaign across our relevant platforms that helped to drive traffic at a low cost.
“Rock Kitchen Harris have been instrumental in driving website traffic and raising brand awareness for our resources website, Live Safe.
“Working collaboratively to combine expertise and insight, together we have progressively evolved and developed the reach of Live Safe into a website to support young people and parents/carers guidance across Leicester, Leicestershire and Rutland.
“The team have excellently designed a solid suite of tools for us to help and support our local communities.”
Lisa Wilkinson, Community and Young Person Involvement Officer - Violence Reduction Network, Leicestershire
The Results
2
Photoshoots
12
Assets created
28,437
Clicks and swipe-ups
2,338,968
Impressions
The Team
Pawel Adamek
Artworker / Designer
Harshul Modha
Associate Director
Katie Smith
Senior Social Media and Content Manager
Dominic Palmer
Associate Director
Sophie Wiggins
Digital Project Manager
Selina Conroy
Social Media and Content Manager