December is an exciting time for many, but for others it can be a lonely period in the year.
At Electrify, one of the projects we love being a part of is the SPFL Trust's Festive Friends.
Borne out of the idea of companionship for elderly people who are often socially isolated, Festive Friends events are this year taking place across 36 different SPFL clubs.
The concept is really simple, a tasty Christmas lunch, fun and games for all, a listening ear, and the means to get to and from the event.
Clubs take referrals from a range of places including local care homes, local authorities, club related programmes engaging older people and also from support nominations.
This past few weeks we have been criss-crossing the country to visit clubs, and from our offices curate content from many more events.
We've seen some amazing engagement across Twitter and Facebook, underpinned by our new animated creative campaign for 2019. We've seen animation deliver very good engagement rates with the subtlety of the fireplace and snow outside capturing the imagination!
That matched with fun photos, powerful film, and no shortage of engagement from clubs, partners, and supporters has seen the SPFL Trust enjoy its most successful social media month since May 2018, with key metrics more than double 2018.
Visibility and engagement doubled year on year as part of a new planned approach with target clubs and additional event visits.
We made a couple of key changes this year which has brought about nearly half-a-million page impressions, opening up our audience significantly through engagement and new followers.
In the past our focus had been curating content provided by clubs. With the best will in the world the quality had been quite inconsistent (which is not a criticism, just the reality of lots of different sized clubs all doing the same project).
We took more control of content in 2020, planning earlier with clubs to determine who had access to photographers or filmmakers - and those who did not - and planned our approach (including which clubs we would visit) with our new Content Grid system.
Clubs were also provided with a new 2019 partnership graphic which they were able to use either as a stand-alone graphic on social media, or as part of branding up their own images.
We teamed up with Sky Sports to deliver a live into Hibernian's Festive Friends event, with great support from the Easter Road club. We also used this event to create a successful media call for other outlets, which generated two days of coverage.
The result has been higher than ever profile for Festive Friends, a fresher, more planned and defined approach, and a growing maturity around a programme that is arguably only second in profile to Football Fans in Training for the SPFL Trust.
At Electrify we tell powerful stories that inspire action. We work with clients across sport, community and the third sector delivering powerful campaigns. Our clients include the SPFL Trust, purpleTV, George Watson's College, BBC ALBA, Bruce Tait Associates, Registers of Scotland, LinkLiving, and Dogs for Good.
If you would like to find out more drop us an email to firstname.lastname@example.org.