1. Giving You Market Leading Social Media
83 Harcourt Street, Dublin 2 | www.leadingsocial.net
Case studies

2. EVENT
LEADING SOCIAL PRESENTS GARY VAYNERCHUK
As Dublin’s first dedicated Social Media
Marketing agency, we wanted to raise
awareness around the services that we offer
to businesses around the world. To do this,
we brought one of the world’s leading social
media experts Gary Vaynerchuk to Dublin.
To sell out this event, we produced and
executed a social media strategy.
GOALWHEN
We began our work by first identifying the exact target market that we wanted to attract to
the event. We then used both commonly available research and our experience to select the
channels we were going to use to hit the decision makers with our advertising. This was a vital
step in order to produce stunningly visual graphics that not only showed off Leading Social
as a market leading agency but also drove direct sales to the event. These graphics were
then backed up with a robust advertising strategy that included a range of extremely targeted
advertisements which, in turn, increased the reach within the target demographic.
ACTION
Within four weeks of announcing the event, we had raised massive
awareness around the services we offer. This came in the form of
new work being generated as a direct result of the event. In addition
to this, we had a completely sold out event. Our ability to measure
end to end results of the ticketing process meant that we could
optimise our advertising spend based on the number of tickets that
we sold.
RESULT
PLATFORMS
2016
MARCH
SOLD OUT EVENT
WITHIN
3 WEEKS

3. PDST CAMPAIGN
THE NON CONSENSUAL SHARING OF INTIMATE IMAGES
The Webwise initiative of the Professional Development
Support Service for Teachers (PDST) acts as the awareness
centre for the Safer Internet Ireland project. As part of this
day, they wanted to run a social media campaign targeting
teenagers in Ireland on the issue of non-consensual
sharing of intimate images (revenge porn) as part of a
broader public awareness campaign on the topic of
sexting. Leading Social were tasked with creating digital
content for this social media marketing campaign.
GOALWHEN
We began our work with PDST by first identifying the exact target
market that was going to be consuming the campaign message. We
then used this data to plan the story through iterations of research and
brainstorming. Once things had been signed off, development then
began on the video with shooting and editing. We also created two
native articles to be published on Teen Times. Once all production was
complete, we posted the video natively on Facebook through the Teen
Times Facebook page. We supplemented this with extremely targeted
advertisements that increased the reach within the target demographic.
ACTION
Within the first day of this video launching on Facebook, the video
had “gone viral”. We reached a combined total of over 1.1 million
people between the ages of 13 and 20 years of age. The video was
picked up by news outlets such as HerFamily.ie.
RESULT
PLATFORMS
2016
EARLY
REACHED OVER
1 MILLION
PEOPLE ORGANICALLY

4. SOCIAL MEDIA ADMINISTRATION
BURRITOS & BLUES
Build on-brand Facebook & Twitter
social presences for Burritos and
Blues. The client wanted to raise brand
awareness and encourage target market
engagement. The ultimate goal was to
increase the number of sales in store.
GOALWHEN
We began our work with Burritos & Blues by first identifying the exact target market
and what USP would engage with them. Using this data, we created tailored and
visually appealing content to engage the target market. We then augmented this
organic performance with a small spend. The content encouraged sales in a subtle
yet effective manner. Our initial analysis of the early engagement allowed us to
further refine the content for the later parts of the campaign.
ACTION
Within the first three months of 2016 the organic reach and
engagement of Burritos & Blues had more than quadrupled.
This meant that more customers were seeing their content
and more were interacting with it. This led to a notable rise in
sales across the group and we’re expecting these results to
keep improving as we continue to work with the brand.
RESULT
PLATFORMS
2016
EARLY
THE ORGANIC REACH
4 TIMES

5. SOCIAL MEDIA ADMINISTRATION
EDUCOGYM
Increase the number of leads produced
by social media, raise brand awareness
and encourage more people to join
Educogym.
GOAL
2016
WHEN
We worked with the client to identify their perfect customer. We then matched this
with insights that we had taken from their social platforms and Google Analytics. We
paired this with the USP that would engage their perfect customer in the best way.
Using this data, we created tailored and visually appealing content to engage the
target market. We also incorporated it into lead generation ads on Facebook. Our
initial analysis of the early engagement allowed us to further refine the content for
the later parts of the campaign.
ACTION
Within the first three months of 2016 we managed to increase
the number of leads coming from social media by 3X. In
addition to this, we increased the reach of the page by 3X.
This led to a notable rise in sales across the group and we’re
expecting these results to keep improving as we continue to
work with the brand.
RESULT
PLATFORMS
EARLY
THE NUMBER OF LEADS
3 TIMES

6. SOCIAL MEDIA ADMINISTRATION
FRESH THE GOOD FOOD MARKET
To develop and build an on-brand social
presence for Fresh. The main aims for
the client were to raise brand awareness
and to encourage their target audience
to interact with the brand. The overall
goal of our strategy was to increase
footfall across Fresh stores.
GOAL
2015
WHEN
We began our work with Fresh by first identifying their various target markets. These
target markets each needed specific USPs in order to encourage them to engage
with the brand. Our content has encouraged sales in a subtle but efficient manner.
Through testing various forms of content and analysing the results, we were able
to refine our work to ensure the greatest efficiency in spend and highest level of
engagement was achieved for Fresh.
ACTION
Over the course of 3 months the number of followers across
Fresh’s social platforms doubled, from 2,000 people to over
4,000. As a result of this we have seen an increase in store
traffic and sales across the group. We are expecting these
results to keep improving as we continue to work with the
brand.
RESULT
PLATFORMS
DOUBLEDTHE NUMBER OF FOLLOWERS

7. SOCIAL MEDIA ADMINISTRATION
BLANCHARDSTOWN CENTRE
250%INCREASE IN ATTENDANCE
To build awareness around a student
focused event in the shopping centre.
The campaign ran over four weeks
before the event to ensure record
attendance.
GOAL
2015
WHEN
We began our work by identifying the exact target market for this event on
Facebook and pinpointed what would drive the footfall on the night. Using the
data gained, we created shareable and interesting content to engage with the
target market. We aimed to encourage word of mouth in a subtle but effective
fashion. Our initial analysis of the early engagement allowed us to further refine
the content for the later parts of the campaign.
ACTION
Through the actions taken on behalf of Blanchardstown
Centre, we managed to engage a huge number of potential
customers online, resulting in an unprecedented boost in
anticipation for the event. There was a larger pool of highly
targeted potential customers seeing their content than ever
before. This resulted in more people interacting with the
content leading to a huge increase of awareness of the
event. All of this culminated in a record attendance in the
centre on the night.
RESULT
PLATFORMS

8. SOCIAL MEDIA ADMINISTRATION
BOMBAY PANTRY
Build on-brand Facebook & Twitter
social presences for Bombay Pantry.
The client wanted to raise brand
awareness and encourage target market
engagement. The ultimate goal was to
increase the number of online orders.
GOAL
2015
WHEN
We began our work with Bombay Pantry by first identifying the exact target market
and what USP would engage with them. Using this data, we created tailored, visually
appealing content to engage the target market. The content encouraged sales in
a subtle yet effective manner. Our initial analysis of the early engagement allowed
us to further refine the content for the later parts of the campaign.
ACTION
Within three months our clients organic
reach and engagement had more than
doubled. It meant that more customers
were seeing their content and more
were interacting with it. This led to a
notable rise in sales across the group
and we’re expecting these results to
keep improving as we continue to
work with the brand.
RESULT
PLATFORMS
DOUBLEDORGANIC REACH & ENGAGEMENT

9. SOCIAL MEDIA ADVERTISING
ENTERPRISE IRELAND
RECOMMISSIONED
CAMPAIGN
Develop and manage a social media
advertising campaign for Enterprise
Ireland. The campaign goals were to
raise brand awareness and generate
sign ups to the Enterprise Ireland IBYE
Competition within a specific market
segment.
GOAL
2015
WHEN
We created engaging content to encourage click-throughs and it resulted in a large
increase from candidates. We also used targeting to create specific groups within
the agreed chosen market. We grouped people through their behaviour. An example
of targeting was if they either owned business pages or liked and engaged with
business orientated/themed pages.
ACTION
We were working on a campaign that
had previously been done by another
party in 2014. Enterprise Ireland reported
the highest level of satisfaction with
our work and results that dramatically
exceeded the previous year.
RESULT
PLATFORMS

10. SOCIAL MEDIA ADVERTISING
KPMG
AUTUMN 2014
- SPRING 2015
WHEN
We started by creating engaging content to encourage click-throughs and increase
applications to the competition. Specific groups of students who attended the
chosen universities were targeted for maximum impact. Using real time analytics,
we refined our work to ensure the greatest efficiency in ad spend.
ACTION
KPMG described the Leading Social
campaign as outstanding and noted
their KPI’s increased 300%. We were
working on a campaign that had been
done by another company in 2014 and
the results were improved dramatically
through the work of Leading Social
RESULT
PLATFORMS
Develop and manage a social media
advertising campaign for KPMG. We
aimed to increase brand awareness
and generate sign ups to KPMG’s
International Case Competition
within a specific market segment.
GOAL
NUMBER OF APPLICANTS
AS PREVIOUS CAMPAIGN
3 TIMES

11. SOCIAL MEDIA ADMINISTRATION
PIZZA HUT
300%INCREASE IN ENGAGEMENT
To build on-brand Facebook & Twitter
social presences for Pizza Hut Delivery.
The campaign had two aims. First, to
raise brand awareness and encourage
target market engagement. Second,
deliver a large increase in people placing
online orders.
GOAL
2014 / 15
WHEN
We began our work with Pizza Hut Delivery by first identifying their exact target
market and the USP to engage with them. Using the information, we created
bespoke mouth-watering content that engaged with their target market. This
encouraged sales in a subtle yet effective fashion. We analysed the engagement
from posts and using this data we continued to refine the campaign.
ACTION
Within the first three months, we
saw a 300% increase in the level of
engagement. Both Facebook and
Twitter had a 250% increase in the
growth rate of fans with all results
increasing month-on-month.
RESULT
PLATFORMS

12. GLOSSARY OF TERMS
LIKES
The cumulative number of those who have chosen
to be updated by your pages information.
CHECK INS
The number of people who have used GPS in order to
communicate via the internet that they are in your premises.
STORIES CREATED
A story on Facebook is created when a user likes your Page,
posts to your Page’s Wall, answers a Question you posted,
RSVP’s to one of your events, mentions your Page, phototags
your Page, checks in at your Place or likes, or comments on/
shares one of your Page posts.
IMPRESSIONS
Refers to the number of times your content is displayed.
REACH
Measures the number of unique people who saw your content.
“ORGANIC” AND “VIRAL” IMPRESSIONS
Refers to the number of unique people who had the ability to
see your post in News Feed or on your Page, including people
who saw it from a story shared by a friend when they liked,
commented on or shared your post, answered a question or
responded to an event.
TWITTER ENGAGEMENT
This score indicates how well you are communicating
and interacting with your audience.
TWITTER INFLUENCE
This score indicates your growth and interest level
among your audience.
CONVERSATION VS UPDATES
Tweets that are tracked as a “conversation” are ones you send
as a @reply to another Twitter handle, whereas “updates” are
tweets that you send out to your entire audience.
NEW CONTACTS VS EXISTING
When you send a reply to a Twitter user for the first time we
count that as a new contact. Existing contacts are Twitter users
that you have previously engaged with that you have contacted
again during your specified date range.