How Innovate UK turned their employees into brand advocates and grew their reach by 20x
Learn how empowering their employees to become advocates helped them grow their reach
With an already successful social media strategy underway, Innovate UK—a government agency that supports science and technology innovation across the UK—needed to get their message seen by more people.
increased reach on branded content
engagement on posts shared by employees
Social media followers and website traffic
What they did
Innovate UK’s mission is to help grow the UK economy. As innovation was seen as a key part of the UK government’s Industrial Strategy, Innovate UK wanted to increase brand awareness and showcase their various offerings—their services, available funding, and support options—to a broader audience.
A skilfully executed social media plan supported by a well-rounded content strategy helped grow their followers from 33,000 to 100,000 across their social channels. The same strategy quadrupled their YouTube views and tripled the views on their government website.
Our content strategy and social media initiatives were very successful in building our follower numbers and increasing brand awareness. With our next challenge to reach sector specialists, we felt we had room for improvement in how well we engaged our colleagues—beyond those already sharing on social media—to support that goal.
While growing their followers and views helped them get seen, their next goals were to focus on getting their audience to engage with their content and to grow the reach of their messaging.
Knowing the power of their social-media-savvy employees, Innovate UK turned to their team of technology experts to grow their visibility online. They had a range of employees within their ranks: some who loved creating social media content, and others who were less confident. They sought out a solution that would make it easy for any employee to share the Innovate UK message in an on-brand, timely, and simple way.