CWAC Social Media Case Study

About CWAC

CWAC (Cheshire West and Chester Council) sought to raise awareness of their recent transport consultation initiative. In pursuit of this objective, they devised a questionnaire to elicit public feedback regarding the future of transportation throughout West Cheshire. Our primary aim was to maximize the number of survey responses, particularly from ‘under heard groups’ , thereby facilitating a robust and representative collection of viewpoints from the community.

What We Did for CWAC

01

Drives Social Media Strategy

After conducting a competitor analysis, we recommended to CWaC that they post on Facebook and Instagram.

02

Advertising Dilemma

TikTok was a consideration to help target the younger demographic, however specific areas couldn’t be targeted through their ad campaign, and this was extremely important as we only wanted to hear from those who travel through or live in Cheshire West.

03

Algorithm Shift

We advised CWaC to have some video content as the algorithm prioritises ‘Reels’ , so we worked closely with a trusted partner to produce 5 graphic videos to use.

04

Visual Content Boosts Engagement

We started making visual posts that tied in with their consultation design. We also picked the optimal times they would be posted to make sure it was reaching their target audience

05

Engaging the ‘Underheard

We also suggested a giveaway to target the younger audience as they were part of the ‘under heard’ groups. The younger audience tend to need more incentive to take part in something such as a survey.

Video Campaign for CWAC

Recognising the current emphasis placed on video content by the Facebook and Instagram algorithms, we created a series of five videos intended for weekly distribution throughout the campaign duration.

These videos outlined each area of their campaign and served as a spark to initiate meaningful discussions.

Instagram Campaign CWAC

This was the first piece of content we shared, which explains the aim of their consultation and directs people to the survey.

This post was strategically reposted multiple times during the consultation period. Given that a single post typically reaches only about 10% of the target audience, our aim was to amplify its reach. Since it contained comprehensive information crucial for audience engagement, it served as a pivotal element in maximizing outreach to their target demographic

Informatic Posts

This was an informational post – giving the user valuable information makes them more likely to engage. 

In this context, the information provided in the graphic speaks a lot and encourages people to share their opinions on transportation alternatives, which is supported by the written copy.

Engagement Posts CWAC

While this doesn’t necessarily directly refer to the consultation, engaging posts such as these are brilliant for encouraging users to comment and start a conversation.

These types of posts are also a great way to build brand awareness as it’s likely to reach more people – especially if there are people commenting and engaging others.

Nxtweb supported Cheshire West and Chester Council in the promotion of a well-received public engagement exercise. Their involvement helped to ensure we had quality graphical materials, and optimised use of social media within a tight timescale and limited budget. We saw good traction online and received a high level of engagement.

– Jack Hubert-Mayhew
Principal Transport Planner

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CWAC Social Media Case Study

About CWAC

What We Did for CWAC

01

02

03

04

05

Video Campaign for CWAC

Instagram Campaign CWAC

Results

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Informatic Posts

Engagement Posts CWAC

Client Feedback

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