The brief
'Take it to the World' is a UKTI-led campaign that encourages UK businesses to go further by exploiting new export opportunities. At the time this campaign was initiated, our brief was to broaden activity, using digital media to engage with prospective exporters.
UKTI already had a presence on Facebook, LinkedIn, YouTube and Twitter, as well as having a UKTI blog. But how could UKTI be more active and interactive in the digital space to drive traffic to their website and induce more registrations, plus join export 'conversations' online?
The approach
After a full review of UKTI's social media activity, we developed a content and contact strategy that would connect UKTI with export-focused business people.
LinkedIn and Twitter were at the heart of this strategy. Our solution involved a PPC campaign to drive new business sign-ups and the creation of an online community through LinkedIn and Twitter.
We re-purposed existing export content and also created new content through regular tweeting from UKTI personnel and by posting discussion topics on LinkedIn.
Sponsorship of the 'international import and export' category and display advertising on LinkedIn also provided further exposure for UKTI.
The result
The campaign was highly successful in driving traffic and sign-ups through the UKTI website, which received over 18,000 visits and 320 new registrations in just a few weeks.
Traffic from Twitter increased by more than 600% making it the second highest referrer to the UKTI website.
Twitter followers now stand at more than 5000. This growing community on LinkedIn and Twitter continues to feed dialogue and debate. UKTI plays a pivotal role in this, making themselves more and more relevant to an audience that is focused on their own success, but welcomes help and support from others.