案例研究:工人蜜蜂周末

关于干预和影响有三点总结

  • Delivered a strategic international influencer and content creation project – the # WorkerBeeWeekender – using recovery funding from VisitEngland’s Discover England Fund.
  • Built on the foundations established with the first # WorkerBeeWeekender – which took place in July 2017 as means to establish positive images of raybet雷电竞下载 following the raybet雷电竞下载 Arena attack – to bring 40+ influencers and content creators to raybet雷电竞下载 and London to promote twin-city visits to the UK.
  • 与伦敦密切合作 & 交付项目的合作伙伴, 因此,调整两个组织,并创建未来合作的蓝图.

概述

Following a successful bid for additional Discover England Funding to support the recovery of raybet雷电竞下载 and London after terrorist attacks in summer 2017, raybet雷电竞下载和伦敦 & Partners were asked to deliver a project together that built on the two organisation’s respective influencer and content creation events (raybet雷电竞下载’s # WorkerBeeWeekender 2017年7月和伦敦 & 合作伙伴的 # LoveLondonWeekend 它于2017年10月交付,遵循# WorkerBeeWeekender的蓝图).

The project needed to be delivered wholly in partnership and by the end of the financial year.

所面临的挑战

The two organisations – under the leadership of Andy Parkinson at raybet雷电竞下载 and Louise Maher at London & 合作伙伴——2017年11月走到一起, 在资金获得批准后不久, 计划项目, set objectives and to establish a working initiative that would allow both cities a degree of autonomy in respect of their own plans, 但在做出关键决定时,比如目标影响者, 邀请, 物流,比如旅行和住宿, 评估和遗留框架.

主要市场已谈妥, 主要针对美国有影响力的人(50%), 另外还有来自五个主要欧洲市场的有影响力的人:德国, 法国, 西班牙, 意大利和斯堪的纳维亚(各占10%). 设定了40个国际影响者的目标作为基本目标, 目标达到50, 由当地有影响力的人补充,以帮助扩大信息.

A systematic approach to key tasks was outlined to ensure that targets and deadlines were hit and to ensure that the two organisations made the most of the opportunity in a creative way – something that was missed in the original iteration of both projects due to the huge logistical workload required to plan and organise arrangements for such a large group of people across the globe.

解决方案

该项目经过4个月的规划,于2018年3月底交付. A group of 45 international influencers arrived in raybet雷电竞下载 on Wednesday 21 and Thursday 22 March and undertook activities in and around the city until the morning of Saturday 24 March when they transferred to London by train and continued until Monday 26 March. In raybet雷电竞下载 there were an additional 15 local influencer participants involved with the net goal being to push as much positive content out to audiences across the globe, 宣传raybet雷电竞下载和伦敦是访问英国的友好城市的首选目的地.

The hashtags # WorkerBeeWeekender and # LoveLondonWeekender were encouraged to be used on all posts in raybet雷电竞下载 and London respectively, 第三个标签(# MCRxLDN)在可能的情况下加以使用. These hashtags were chosen to build on the existing content delivered from the previous iterations of each city’s respective influencer weekends, and as a means of monitoring and evaluating the project after a sufficient period has passed to make meaningful analysis. At the time of writing the # WorkerBeeWeekender hashtag has 952 posts on Instagram (approximately 350 new posts since the first iteration) with new posts receiving up to 8,000个“赞”和数百条正面评论. It is expected that additional posts (supplemented by blog posts and video) will be added over the coming weeks and months. A full analysis of the project will be delivered by Meltwater monitoring service by the end of April 2018.

除了, building on the learnings from the previous # WorkerBeeWeekender project raybet雷电竞下载 was also able to make the most of the opportunity, 例如, 通过在项目交付日期之前在Instagram上使用一些购买的媒体, 为raybet雷电竞下载之旅项目创建一个微型网站.Com和创建一个高质量的视频内容作为一个遗留的一块.