Next initiated a social media campaign, to help rejuvenate their brand positioning, and were looking for help to evaluate how well the campaign delivered against its objectives.
Join the Dots used an innovative, multi method approach which involved expert analysis of social media content and interactions; a survey to measure the impact of the campaign; and a short term community with those engaging with the content.
This approach allowed us to assess the response to the social media campaign and input into Next’s future social media strategy.
Next were able to assess the degree to which their social media objectives were being met, giving them a clear perspective on how to take their social media strategy forward.
For more information, including a detailed conference paper from the MRS Retail Conference, please contact Karen Schofield or Graeme Lawrence