Sam Allen is one of the big names on the UK skiing scene, and as part of the ski-cross GB team, he went on to win many competitions across the UK. In 2015, Sam became passionate about inspiring young people to get into skiing – but he didn’t know where to start when it came to reaching them. That’s where we came in.
There was no issue with Sam’s credentials. As one of the big names in skiing, he was perfectly positioned to inspire people across the country to pick up their skis and take to the slopes. However, there was one problem. Sam didn’t really know how to reach out to his audience. He got in touch with us, and we assessed his current situation. The solution? An appealing website, plus a dynamic social media campaign. With a plan in mind, we got to work.
Emerging from the shadows
Sam’s aims were lofty, but that didn’t deter us – we like a challenge! Our first job was to create a site for him, which was not only fully responsive, but tailored to appeal directly to his target audience.
Once we’d designed a great website, we started to discuss how to get the message across. Of course, sporty people are very switched on when it comes to social media, so we knew that the best way to grab their attention was to build a following on sites like Instagram, which is very visual and immediate. We also focused on Twitter and Facebook – two sites which have enormous potential when it comes to reaching out to thousands across the country.
Doing the research
In order to nail the campaign first time, we did our research. Through discussions with Sam, plus our own investigations, we identified 30+ key tags to use, all honed to target his audience and engage with their profiles.
We also used geolocation to good advantage, ensuring that the local audience were the first to hear about his ideas. After all, they were the ones most familiar with Sam, and were ideally positioned to become the key followers in the campaign.
Let’s just say, Sam’s social media accounts really took off once ListenMore got on the case. His Twitter account regularly gets picked up by key figures in the skiing industry, and his tweets are widely retweeted across the skiing community.
Sam’s finest photos get over 1,000 likes.