In the run-up to taking on more responsibility for regulating social media platforms, Ofcom needed a new digital and social strategy to boost engagement and visibility, broaden audiences served and support the Agency’s broader objectives.
Ofcom is the UK’s communications regulator, covering broadcasting, telecoms, online, and post.
The agency’s media relations operation has traditionally been very strong - partly to cope with the regular spikes of interest fuelled by tabloid media or online activity.
But Ofcom’s digital and social content didn’t always have the cut-through required, particularly in the run up to its increased role as part of the Online Safety Act.
Ofcom wanted to reach new audiences (particularly younger audiences) and wanted to improve internal processes which would speed up publication across multiple digital channels.
We reviewed Ofcom’s digital and social performance against the Agency’s communications strategy and against other peers (inc Ofgem, FCA, ICO, Ofwat, ASA and CMA).
Based on that audit we made strategic and tactical improvements including:
- Being ‘audience-first’ with channel strategies, new ways of using existing channels, based on their Communications Strategy and SMART objectives - finding new ways to communicate with younger audiences
- Guidance on how to use the PESO model in future campaigns
- Developing internal processes to move digital-first even faster
- Categorising content planning to help with editorial planning - so that campaigns could be prioritised
- Devoting more resources to design and internal video production
- Delivering a clear mechanic to measure and evaluate success
The results
- Ofcom transformed how they used their channels to reach previously un-reached audiences
- Ofcom now has 7 times as many Instagram followers compared to when we started our audit and recommendations
- Ofcom’s TikTok posts have now received 150,000+ likes
🧐 Strategy: Chris Reed
