Cleveland Bridge is a world-leading steel fabricator and builder of bridges and structures.
The firm has lent its expertise to some of the most recognisable structures in the UK and across the world, including the Tyne Bridge, The Shard, Sydney Harbour Bridge and Wembley Stadium.
Its skilled team has extensive knowledge and experience across all areas of bridge construction, from initial design and fabrication to bridge rehabilitation and maintenance services.
Aim
We were initially tasked with raising the profile of Cleveland Bridge across social media, increasing followers and engagement while showcasing the company’s heritage, technical expertise and world-class projects.
The campaign aimed to reach key audiences including architects, specifiers, subcontractors and relevant industry contacts, while helping Cleveland Bridge maintain a consistent presence across Twitter, LinkedIn and Instagram.
Following several years of social media management, we were later asked to support a focused three-month campaign in 2021 to help Cleveland Bridge meet ambitious follower-growth targets set by the company’s international board.
We began managing Cleveland Bridge’s social media accounts in 2016, creating regular content across Twitter, LinkedIn and Instagram to raise awareness of the company and keep the brand visible among its target audiences.
During this period, we maintained consistent messaging through a varied mix of content, including facts about the firm’s heritage, case studies of previous projects, updates on current projects, employee and apprentice profiles, technical expertise and relevant industry awareness days.
We also supported audience growth by carrying out regular engagement activity, including liking, commenting on and sharing posts from relevant people, businesses and organisations within Cleveland Bridge’s networks.
This helped the brand become more active, visible and connected across social media.
From 2016 to 2018, our work focused on giving Cleveland Bridge a stronger and more consistent social media presence.
The content showcased the company’s impressive project portfolio, its skilled team and its long-standing role within the bridge construction and steel fabrication sectors.
We also used LinkedIn and Twitter advertising during this period to target key messages more specifically and reach relevant professional audiences.
In early 2021, after managing Cleveland Bridge’s social media accounts for several years, we developed a focused three-month strategy to boost followers and engagement across Twitter, LinkedIn and Instagram.
This strategy included analysis of previous social media activity, research into national and industry awareness days, and the development of content themes designed to showcase Cleveland Bridge’s services, people and expertise.
The strategy was presented to Cleveland Bridge’s in-house marketing team during a planning session, where ideas were developed further and a clear campaign direction was agreed.
As part of the 2021 campaign, we placed a strong focus on proactive engagement.
By liking, sharing and commenting on posts from relevant networks, including photographers, built environment businesses, clients, suppliers, events and networking groups, Cleveland Bridge became more active within its online community.
Alongside organic content, we also ran social media adverts to support follower growth. These used follower lookalikes and customer profile data to target relevant audiences, with promoted content focused on awareness days, individual skills and the people behind the bridges.
Our long-term social media management helped Cleveland Bridge achieve significant growth across its platforms.
Between 2016 and December 2018, Twitter followers increased from 140 to 1,810, Instagram followers rose from 33 to 664, and LinkedIn followers grew from 2,256 to 8,099.
The focused three-month campaign in 2021 also delivered strong results.
The stretch targets set for Twitter and Instagram were reached by the end of the first month, which was highly praised by the Cleveland Bridge team.
By the end of the campaign, Twitter reached 3,348 followers, achieving 124% of its target. Instagram reached 1,839 followers, achieving 102% of its target.
LinkedIn reached 17,250 followers by the end of the campaign, achieving 96% of its target. Although this fell slightly short of the stretch target due to a reduction in advertising spend, it still represented strong growth from the 16,600 followers the channel had at the start of the campaign.
Together, the long-term account management and targeted 2021 growth campaign helped Cleveland Bridge increase its social media presence, grow relevant audiences and showcase the heritage, people and technical expertise behind the business.
“Over the years we have worked with The Pack, we have seen significant increases in our social media presence across our audiences with reach, engagement and followers rising at a fast and consistent pace.
“Working closely with the team at Harvey & Hugo means we can share our news in a variety of ways, with them becoming an extension of our in-house team.”
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