Challenge
How do you empower a pan European team, who currently delivers diverse, country specific social media campaigns, to embrace a unified strategy and roll it out locally?
Response
Start by assessing the big picture. From the UK to France, and from Spain to Germany, we embarked on a six-month audit and competitive analysis, deep-diving into McArthurGlen’s current strategy and desired positioning. We looked beyond social to understand the entire ecosystem to ensure the social strategy would complement the wider business strategy. Stakeholder interviews and audits informed the overall strategy we developed, which we then rolled out in the form of training and workshops, a social playbook and the recommendation and implementation of Sprinklr.
Result
Unanimous buy-in from senior stakeholders across 23 regions and efficiencies across all locations. Reach, engagement and uplift across both Facebook and Instagram substantially increased year-on-year and local teams all aligned with the brand’s messaging.
The strategy work, rollout and training subsequently led to Influence Digital being appointed as their global social agency of record.
“We engaged Influence Digital’s services as part of our Digital Transformation efforts in 2017 and tasked them with defining a clear purpose and strategy for McArthurGlen globally, in social. They delivered not only a clear strategy and roadmap, but were pivotal in how we incorporate social media into the centre of our customer engagement strategy. The social strategy roll-out workshops with our centre marketing teams in particular, were best-in-class.”
– Antonio Silano, Head of Digital, McArthurGlen
