Our Task

We developed a bespoke social media analytics model that allowed us to study and effectively report on Visit Britain’s global Influencer marketing programme for the first time.

What We Did

To analyse Visit Britain’s global Influencer marketing network, we needed to create a centralised model that could pull in, format and process data from a variety of social media sources.

The model allowed us to add contextual tagging to Influencer’s data, adding elements such as content type, locations visited and size of Influencer to the raw data.

This data was then formatted into pivot tables that displayed the data against metrics that aligned to different stages of the consumer journey, enabling us and Visit Britain to see which Influencers were driving the most Awareness and Engagement among their followers.

The Results

• The bespoke social media analytics model analysed 700+ posts, from 50+ Influencers across 12 local markets condensed into two, half yearly reports.
• We delivered a clear and consistent reporting framework that aligned to Visit Britain’s consumer journey map that did not exist before.
• We demonstrated the value of over £150k’s worth of Influencer Marketing.