Customer Stories
A lesson in boosting engagement by fostering pride in residents
As winners of the UnAwards 2023 Best Social Media Campaign, the team at the London Borough of Tower Hamlets Council knows a thing or two about creating engaging and inspiring campaigns, on a budget.
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Tower Hamlets is a diverse borough, with a rich and complex history. With over 300,000 people living within just eight square miles of London’s East End, the borough includes many of London’s famous attractions including the Tower of London, Tower Bridge, Columbia Road Flower Market and Billingsgate Fish Market.
The challenge
The Social Media Team wanted to increase the Council’s brand awareness by showcasing the rich and interesting history, numerous local landmarks, key moments and famous residents of Tower Hamlets. As well as improve brand reputation and boost engagement by fostering pride in residents, whilst still delivering borough-critical updates across their socials.
The solution
After carrying out research into residents’ consumption of social media content, their engagement with the council’s official communication channels and their views about their preferred themes and topics the team came up with the long-term social media campaign, ‘#TowerHamletsMoments’.
Creating compelling multimedia posts to celebrate key moments in the borough’s history, with no budget to spend on the campaign, they prioritised video product content where possible as research showed this was popular among their followers. Adopting the hashtag #TowerHamletsMoments categorised campaign content and made it easy for anyone interested in the topic to take a deeper dive.
Posts were scheduled through the Orlo platform across X, Facebook, Nextdoor and Instagram each week to build momentum, visibility and interest. They measured the campaign by reach, engagement, video views, comments and sentiment using Orlo’s suite of powerful analytics to track the campaign’s impact.
The results
Since June 2023, the campaign has achieved significant reach and engagement, completely organically and attracted numerous positive comments from followers. The metrics from the campaign speak for themselves and show that the campaign has succeeded in boosting engagement, improving sentiment and perception of the borough online. With one video alone generating over 7,070 organic views and contributing to the council’s overall social media strategy.
The #TowerHamletsMoments campaign is a great example of the power of collaboration with internal colleagues like their Local History and Archives Team and external bodies such as the Tower of London to identify meaningful moments, create compelling content and maximise the reach of the campaign.
Audience
117,513
followers across X, Facebook, LinkedIn, Instagram and Nextdoor
Audience
156,435
total reach June 2023 – February 2024
Engagement
21,230
total engagements June 2023 – February 2024
Engagement
35,879
total video views June 2023 – February 2024
It's a simple yet powerful concept with great potential for longevity. This could provide the council with a long-standing, resident-centric, feel-good campaign for future years that requires no budget and very little time to run alongside other business-as-usual campaigns, communications and service updates.”
Michelle Browne
Digital Content Manager
