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.

    Eden Shopping Centre
    Eden Shopping Centre

    Key Points

    • 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.

    Results

    • 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.
    Eden Shopping Centre
    Eden Shopping Centre

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