Cambridge University Press came to Passion for help with their organic social media strategy and management for the Cambridge Dictionary channels. Their goal was to increase engagement within their key channels and increase social referral traffic to their online dictionary site.
Cambridge University Press are the owner of the Cambridge Dictionary. Cambridge Dictionary is active across several social platforms and has a combined audience of over 2 million people worldwide. Their mission is to help and support people around the world who are learning English as a second language.
Creativity on social is one of the key engagement drivers – just like learning a new language, grabbing attention requires a multimedia approach. Content must be aesthetically pleasing as well as informative, educational or helpful for your specific audience. We crafted a range of eye-catching templates that mirrored the Cambridge Dictionary’s brand and website aesthetic. Consistency was crucial to make the brand instantly recognisable across all touchpoints.
Once the creative aspects of our scope were finalised, next was to create a posting strategy. Each social media platform has its own language, literally and figuratively. We devised a platform-specific posting strategy, ensuring content resonated on each channel – Facebook, Instagram, X (formerly known as Twitter) you name it! We factored in everything from posting times and content type to channel objectives and recycling content strategically.
Simply informing wasn’t enough. We wanted to create a vibrant learning community. From the use of Call to Actions (CTAs), engaging competitions, and fostering discussions in the comments section, it was all about getting the audience to actively participate in their learning journey.
40%
Increase in X (formally known as Twitter) referral traffic
29%
Increase in new users from Facebook
23%
Increase in engagements post creative developments
The results were nothing short of impressive. We saw a 40% surge in referral traffic from Twitter, proving our engaging content resonated with learners on the platform. Facebook, often a pay-to-play battleground, surprised us with a 29% increase in new users, showcasing the power of our organic strategy. But the real magic happened right on the Cambridge Dictionary channels themselves. After implementing the creative revamp, we witnessed a phenomenal 23% jump in post engagements, highlighting the power of captivating visuals and fostering a community spirit. In essence, we helped Cambridge Dictionary not just speak the language of learners, but truly connect with them.
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