Strategy for migrating all web content onto Facebook, and development of a social hub

Brief

Varsity was looking for a highly targeted way to engage with its audience, which would:

• hit the student and young professional demographic of 18 –35 year olds
• reflect the brand's youthful, dynamic and lively qualities
• continue to provide relevant and current information about deals, offers and activities, including, where appropriate, those from other Barracuda brands

Red Ant strategy

• Establish where the target audience 'lives' from a social perspective
• Develop a bold, market-leading plan to migrate all of Varsity's online activity onto a social hub
• Phase out the existing website, and redirect visitors to the new Varsity Hub

Tactics

• Develop the Varsity Hub on Facebook, where 96% of students communicate and find information daily
• Use the Hub to provide news, views and updates on the VCard (Varsity discount card), bookings, events, offers and student tour videos, as well as a bar searcher function and information about the link between Varsity and its mother brand, Party at the Pub
• Repurpose existing landing page to redirect users to Facebook and allow them to sign up for the Party at the Pub newsletter

Results

• Increased brand audience by over 30% in 1 month on social networks
• Average daily users on the Facebook page increased 279% with the addition of the new content
• Conversion to booking 2,074% higher higher for traffic reaching sister brand Party At The Pub's booking page from the Varsity hub, vs. direct from its own website, proving that the content is highly engaging and telling customers exactly what they need to know