Butlins Changing Perceptions Campaign

  • Jenny Woods

I worked in secondment at Butlin's for six months to create and implement a changing perceptions campaign utilising Social Media. I established Social brand guidelines to ensure their three very different products: Butlin's Family, Butlin's Live Music Weekends and Butlin's Conference and Events, had clearly defined objectives and put strategies in place to limit audience cross-over. Using customer discovery interviews, a demographic of those with a negative perception of Butlin's was identified. I established their passion points and created campaigns that would tap into those interests and emotions as way of connecting with them and shifting perceptions. I created an advocates list of mummy bloggers via Mumsnet and built strong relationships with influencers within the new target demographic. I sent these bloggers on weekends to Butlin's and ensured they were able to genuinely write and share game-changing reviews about the resort. I sought partnership opportunities with brands that would be beneficial to align with and ran joint competitions that would generate cross pollination of fans and improve Butlin's image in the minds of this demographic. I reached out to the dance troupe, Diversity who ran workshops at Butlin's and put strategies in place for harnessing their influence and turning them into a key ambassador. By the end of the six month secondment the social media campaign had reached 65.8m people; a 20% increase on the period before and a notable increase in engagement from the new target demographic.