Universal Expert Client: Universal Expert by Sebastian Conran Website: universalexpert.co.uk Services: Paid Social Media 01. Background Universal Expert is the innovative homeware line from internationally acclaimed designer, Sebastian Conran. Over the 2014 Christmas period, I ran a paid social campaign, planning and executing a Facebook competition to great success. Paid Social Campaign Managing the paid social campaign from start to finish, I was able to maximise returns on a modest budget. Community Management Paid social campaigns receive a lot of comments. I was there to ensure conversations remained positive. Wider Campaign Support Paid social ran in conjunction with further marketing efforts, boosting awareness amongst the target market. 02. Approach To promote Universal Expert as a choice for Christmas gifting, I ran a paid social competition on Facebook. Entitled ‘#ThoughtThatCounts,’ the campaign consisted of 6 weekly giveaways, each asking users to tag a friend that deserved to win. 03. Results #ThoughtThatCounts played on the Christmas spirit of giving and – with carefully monitored budgets, promotion and Twitter crossover from start to end – was a resounding success in terms of both social engagement and increased brand awareness. Running over a six week period, #ThoughtThatCounts received 536 entries, 798 likes and 239 social shares. The campaign was supported on Twitter and Pinterest, resulting in a 50% increase in cross platform engagement from existing followers. 04. More Work With Universal Expert Social Media Management Managing the creation and scheduling of weekly content in the run up to the Christmas period, I wrote regular best practice messaging across Twitter and Facebook. By interacting with the community, and targeting messaging appropriately, I was able to expand upon the existing community, growing follower numbers quickly and organically.