Siren was approached by MBNA Thames Clippers to help bring the enjoyment of commuting by river bus to a wider audience, and to ensure that MBNA Thames Clippers was seen as an important player in the London commuter landscape.
The business needed to increase engagement on its fledgling social media channels and at the same time deliver against the long term objective of demonstrating that river commuting was a viable option open to many Londoners and not just there for leisure travel.
We were mindful of being negative about other forms of transport and looked to accentuate the positives of river commuting – fresh air, guaranteed seat, great views, coffee, wine on the way home and as it is above ground consistent access to 3G and 4G networks.
We created and implemented a social media competition on the brand’s Instagram, Facebook and Twitter channels based around #lovemycommute.
The competition asked followers to post images of their favourite views from their commutes, and so was open to anyone and not limited to those commuting using MBNA Thames Clippers already.
To grow the community base and widen the appeal, we worked with two influential London Instagrammers – @mumhad1ofthose and @Levanterman, both of whom took over the feed for a day posting pictures and comments on the MBNA Thames Clippers’ feeds as well as on their own feeds.
The winner would become MBNA Thames Clippers’ first ‘chief commuting officer’ – with an annual pass and more importantly the opportunity to consult and brainstorm with MBNA Thames Clippers on how to improve commuting for Londoners on the river.
The MBNA Thames Clippers Twitter feed received 638k impressions throughout the month that the #LoveMyCommute competition was running, that’s a 43 per cent increase on the previous month. Twitter profile visits increased by 2.2k and mentions saw 53 per cent jump. The Instagram Influencer posts on their own feeds received a combined 13,800 likes, with the takeover posts on the MBNA Thames Clippers Instagram feed gathering more than 1,000 likes.