WHAT AND WHEN – COVID-19 Social Content Strategy, March-July 2020
When the first COVID-19 lockdown began in March 2020, Eden Shopping Centre in High Wycombe tasked us with creating a bespoke content strategy to keep their local community informed and engaged until the lockdown ended in July 2020.
We expanded our digital and PR services for Eden to include bespoke social and digital content creation.
The social and digital strategy delivered engaging, entertaining, and informative content including quizzes, at home activities, memes, motivational messaging, community interest and mindfulness posts.
Bespoke blogs were predominantly family focused and included Staying Connected While Staying Apart, 100 Things to do in Lockdown, Wellness for Kids and Life Hacks.
By utilising a mixture of bespoke still, animated and video content we were able to maximise engagement and improve brand loyalty during lockdown.
By sharing more regular, relevant, and bespoke content on the website, the average time spent on Eden’s blog page increased by 29.60% YoY.
Despite non-essential retail being closed, website sessions in June 2020 increased by 78.80%
The average pages per session on the website increased by 9.96% YoY.
The average dwell time on site was 3 minutes 25 seconds throughout lockdown.