TruprintOnline PR and Social Media Enablement Case Studyhttp://photos.truprint.co.uk

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IntroductionTruprint is a classic British brand, established for well over 30 years. Synonymous with photographic memories across a great spread of consumers, Truprint has seen its business model move rapidly away from a physical high street presence to marketing and selling online.

C&M’s challenge was to socialise the brand to existing and new audiences, keeping in touch with Truprint’s roots as a well-established household name, while delivering strong awareness and engagement results across an intense three month period.

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Introduction• Truprint is a photographic developing company that offers online and mail-order

photo printing services in the United Kingdom

• As well as standard photo printing, Truprint also provides customisable souvenir gifts such as photo books, posters, canvasses, mugs and cards

• C&M worked with Truprint from June 2010 to October 2010

• We carried out an Online PR, Social Media and content creation & optimisation campaign, with an emphasis on Facebook and the new Truprint blog, which was set up for the campaign

• This case study details the results of the campaign and the difference it has made to Truprint’s online presence

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Our Brief• To increase social followings

• To establish a large audience for Truprint to engage with socially

• To increase customer acquisition through social media

• To create relevant, optimised content

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Our Strategy• Nurture and exponentially grow existing Facebook presence and following through exclusive

offers, competitions and customer interaction

• Create a critical mass of followers on Facebook through exclusive offers, before running a competition that aimed to generate exciting, user generated content

• Use the heritage and establishment of the Truprint brand to create positive nostalgia online

• Improve awareness and generate coverage for the Truprint brand

• Kick-start Truprint’s blog publishing strategy and schedule by creating engaging, optimised and useful content

• Train Truprint’s marketing team in using the chosen social platforms so that they could do all of the above once our campaign work had finished

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Campaign: 50 Free Prints Offer• The 50 Free Prints offer was one of the first

campaigns carried out through the Truprint Facebook page

• This campaign was carried out so we could gain quick wins in terms of Likes and customer acquisitions

• We would then use this critical mass of followers gained through the offer to run further competitions

• Using a simple “like to reveal” mechanism, users had to Like Truprint before they could take advantage of the exclusive offer

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Campaign: Smile and Say ‘Truprint’ Competition

• The Smile and Say ‘Truprint’ competition was a cross-channel (Facebook, Twitter and the Truprint Blog) competition

• Using a nostalgic, well-remembered piece of content (a Truprint ad from the 80s), we asked followers across all channels to help Truprint “recreate” the ad by recording themselves smiling and saying ‘Truprint’

• The best selection of entries would then be edited into a 30-second video, paying homage to the original 80s ad, as well as winning a prize

• We carried out blogger engagement to generate coverage for this competition, and the branded piece of content, as well as running supporting advertising on Facebook

• This competition was done primarily to generate user generated video content, as well as getting a branded piece of Truprint content (the original ad) distributed and published outside of Truprint-owned channels across the web.

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Campaign: What’s In Your Shoebox? Competition• The What’s In Your Shoebox competition was the final campaign

that was run by C&M for Truprint

• The idea of the competition was for users to share their old retro or vintage photo to Truprint’s Facebook page, and the photo with the most Likes would win a prize package including a digital camera and Truprint bundle

• To entice entries, anyone entering the competition was given a unique code that gave them a free Truprint mini-photobook, as a thank you for entering the competition

• We carried out blogger engagement to generate coverage for this competition, as well as running supporting advertising on Facebook.

• The mechanics of the competition were as such so that people would be:• Submitting their pictures to the Facebook page, creating user

generated content

• Recommending the Facebook page to their friends and family, allowing for exponential growth in total Likes for the page

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Facebook: The Results

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Dramatic increase in Likes,from 800 to 4,400 in three months

Facebook: The Results

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Interesting, usable user generated content

coming from on-page competitions

Facebook: The Results

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Positive, visible customer interaction and feedback

An active community, engagingwith one another

Facebook: The Results

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Client taking part in positive customer service through Facebook

Client engaging in and creating positive community interaction

Client running own campaigns after C&M’s work is done

Blog Content: The Results

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Kick-started completely new blog with regular, optimised content - 16 posts

over two months, all optimised for identified keywords

Coverage: The Highlights

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Coverage: The Highlights

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Coverage: The Highlights

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