How the City Lodge Hotel Group found its audience through Pulsar

Pulsar works with agencies and brands worldwide. This week, marketing agency DigitLab from South Africa shares how they use Pulsar to help understand their clients’ audiences and help make a positive impact on their business. Reagan Gasa, Head of Research at DigitLab, explains how they’ve successfully grown a more engaged social media community for one of their clients using Pulsar:

“As a full service digital marketing agency, we often work with brands that operate in a highly competitive space. And when that happens, we need a tool that provides insights that can add value in real-time; to support the content creating teams as well as the community managers for that brand".

Reagan Gasa-Head of Research at Digitlab

A recent example is the City Lodge Hotel Group, which has 17 hotels in South Africa alone. Their objective in the social media space was to drive sales and promote brand awareness by building an engaged social media community. For this brand’s particular industry, it was important that they reach different audiences across the country and continent, as well as those that travel from various parts of the world. Because the hotel world is fast-changing and highly competitive, we needed quick but relevant insights that could help us understand what customers need right now.

From the results gathered on the platform, the brand’s Twitter profile could identify brand engagement that occurred off the social channels. This including conversations from other social channels such as blogs and Instagram. From this insight, community managers have been able to successfully increase engagement, drive growth of the social platforms and to drive for better brand awareness.

Pulsar has enabled the City Lodge Hotel Group to reach an extended audience by connecting the brand with an audience that was not aware of the brands social presence. This had an impact on campaigns as we have been able to broaden our campaign-targeting month on month to reach the different audiences. Between January and October 2016, brand conversations have grown by 141% mainly from being able to tap into previously unseen conversations and City Lodge Hotel Group have been thrilled by these results.

From being able to track and measure real audience insights for the City Lodge Hotel Group, we have been able to implement successful social media campaigns by matching tone, visuals and content with audience interests gathered from audience tracking. With campaign work being the big drive for creative, the insight fed into our campaigns from Pulsar has been very significant.”

Who is DigitLab

Established in 2011, DigitLab has helped more than 30 local and international brands and businesses win the hearts and minds of consumers through captivating digital experiences. We exist to help build brands in a connected world, and pride ourselves on developing successful long-term relationships with clients across a broad spectrum. Digital: we get it. DigitLab is a collaborative agency, and we love to work in partnership with clients to help them succeed. Over the past 5 years, we’ve built a diverse team of creatives, designers, developers, programmers, strategists, technologists, and writers – all of whom are passionate about crafting beautiful digital experiences. DigitLab is culture-led and results driven.

Need help navigating the social seas in order to derive insights that will help you improve your business? Aye aye, captain – we’re here to help. Give us a shout on [email protected]