Down on the farm for Social Media Week

Wow – what a week!

From the 7th-11th Feb, Social Media Week took over London with over 100 events, 7,000 in-the-flesh attendees and many thousands more participating online.

We were delighted to be part of this with our Ribena Farm event on Friday.

The venue looked amazing, with life-sized animals, picket fencing, astroturf and rustic rolls, scones, cream and jams…mmmmm.

We had a great turnout considering it was a slightly drizzly Soho morning, and attendees included marketers from the BBC, Royal Mail, BT, National Media Museum, SABMiller, Digital UK, Liberty, Sightsavers, Bakkavor and lots of other digital, advertising, media and PR agencies.

Our very own Paul Mallett and Gill Anderson talked through the entire lifecycle of Ribena’s social media activity – from initial digital insights into the target audience (the nation’s mums), through the planning and strategy process, and into ongoing implementation and evaluation.

Ribena’s communications have evolved to include conversation between the brand and its fan base online, encouraging participation at every touch-point. Paul and Gill outlined the challenges of talking as a well-loved and cherished brand, and how these challenges were successfully overcome to deliver really impactful communications, which make you feel warm inside. Have a peek at the Ribena case study.

Feedback from the event has been really positive, including some fab coverage online and lots of action on Twitter. (One of our new followers, @ctfergie, won herself a pair of Hunter wellies for taking part in our Social Media Week farm-themed activity!)

We’d like to say a big thank you to Erik at the venue, 01zeroone, as well as to TRO (who created the experiential activities on the real Ribena farms) – we couldn’t have been happier with our pop-up farm!

And, if you were one of the attendees we chatted to about online influence, watch this space for a cute animation of our ‘audiopops’, coming soon…