Introducing Best Practice Social Media Management
Background:
Hopkins has been in business since 1827, sparking generations of joy amongst Wicklow Toy shoppers. In 2021, they decided to invest in a brand and update their website to reflect the new brand and products. Brightspark was brought in to assist with the social media strategy and to help with implementation and training. It was our goal to empower the team on the sales floor to be able to manage the social media process themselves.
Here’s how we got on…
Instagram led. TikTok inspired. Distributed to Facebook
What this means is that content will primarily be made for the Instagram platform, but with a nod to the entertaining style of TikTok, and with relevant content to be shared on Facebook.
Top Posts Based On Post Interactions (Engagement)
Our Approach:
Campaign Idea:
Working with a toy shop in Ireland in the run up to Christmas is every marketer’s dream, and we were delighted when they agreed to go with our campaign idea of
“10 Days To Toy Show”.
The Late Late Toy Show is a cultural institution in Ireland. The main chat show, hosted on a Friday night, on national television, is called The Late Late Show. For over 45 years now, the last Friday night of November is a toy takeover. This is a chance for Irish kids to stay up late and look at toys with their parents and for parents to get a few ideas! In recent times, it has become less about toys and more about joy and love and because of this, the late late toy show is watched by many - not just families.
Family in PJs tagging Hopkins on Instagram on Toy Show night
Follower Increases:
TikTok
47.5%
123%
10 days til Toy Show: Instagram sample posts
Instagram Engagement total 1.91K of base of 1100
The results for the week of the campaign alone: 10.9% Engagement per follower
Facebook Engagement rate 1.69K
Previous month: 16/10/21 Engagement = 0.13%
Campaign began: 16/11/21 Engagement = 1.51%
Toying around with User Generated Content
We hosted a '10 Days To Toy Show' Countdown competition on Hopkins Toy Shop social channels. We asked people to share images/video of themselves watching the Toy Show, and post using both our hashtag #HopkinsofWicklow and #LateLateToyShow. This created User-generated content, the most trusted type of content.
UGC: Why is it so important?
Winner got to work in Hopkins Toy Shop!
What child wouldn't want to spend a day working in a Toyshop! We created such a huge buzz around the competition, exciting the audience and left them wanting more. So the generous team at Hopkins added in the bonus of 'Work in a Toyshop' which also had many benefits in terms of UGC evergreen content, and being totally on brand hitting the brand value of Sparking Joy.
Email Marketing
2 emails — announcing winners and promoting products.
1st Email
2nd Email
41.3%
32.2%
Did any other Irish Toy shop score 22.4% engagement on TikTok this Christmas?
On TikTok, views are more important than follows. This is because the TikTok algorithm is based on the content generated, not a social one. Creating content that will engage the user is key, ensuring the user will spend more time watching, which will increase your ranking. TikTok moves very fast, so the hook for your video needs to grab the users attention in the first few seconds.
Because TikTok is such a fast moving environment, with content changing at a rapid speed, it’s not as important to grow followers as on the other channels. Therefore our focus was primarily on views and engagement (likes, comments, shares) metrics, trusting that follower counts will follow.
Where Are Hopkins Toy Shop Now?
Retail Sector
