Case Study 1: ARTLINE

In 2018, our small Agency took on a major brand with an international reputation, Artline.  Known for their quality stationary, permanent markers, highlighters and fine line pens, Artline is a trusted brand by creatives and businesses for more than 50 years. As a household name, most would assume Arline’s social media would be on par, but instead their social media presence was lacking, both in followers and engagement. We commenced Social Media Management of their Facebook Page in September 2018, with an objective to create an engaged community.

In a six-month period, from September 2018 to March 2019, Artline’s Facebook Page @artline_au achieved the following results, compared to the same period prior to commencing.

• Reach: 238k (previously 13,345) an 1,684% increase
• New Page Likes: 8,748 (previously 1,019) a 758% increase
• Post Engagement: 29,804 (previously 584) a 5,003% increase
• Post Reactions: 24,773 (previously 518) a 4,682% increase
• Post Comments: 2,441 (previously 43) an 5,588% increase
• Post shares: 2,585 (previously 23) a 11,139% increase

During our audit, we observed a page that was pushing content out, with no focus on community, conversation or building brand advocates. We were excited by the possibilities to really connect with their followers. Our first step was to reengage their 30,500 Page followers. We achieved this through a number of improvements including creating content that was interesting and relevant to their followers, creating content aimed at encouraging interactions, posting consistently and at optimal times and boosting content to followers to ensure we landed back in their news feed.

The results were almost immediate, we saw an improvement aligned to the client’s objective – an engaged community. Our next step was to attract new followers and cultivate ongoing growth and engagement. We created multiple ad campaigns, targeting a variety of different audiences. The campaign which continues to achieve the most success targets a look-a-like audience built on Artline’s most engaged followers.

The best performing Facebook content for Artline provides followers the opportunity to interact or be inspired. Therefore, our content includes consistent and regular puzzles, riddles, challenges, quotes and competitions.