The Man Engine – 2016 Tour

Something BIG went steaming through Kernow…

Oh So Social were asked to manage and create a social media and digital marketing strategy for The Man Engine, the largest mechanical puppet constructed in Britain, as he took an epic pilgrimage from Tavistock, West Devon to Geevor Tin Mine to celebrate Cornish Mining World Heritage’s ‘Tinth Birthday’ celebrations.

The original brief was to build a social media following for The Man Engine, gain as much exposure as possible, raise funds with a Crowdfunder campaign and use social media to drive people to attend the events over the two-week tour.

Due to the remarkable popularity of the project, the brief was quickly extended to include ensuring all events were as safe as possible; managing expectations; getting safety messages out; relaying any important customer feedback and comments to the events team; and ensuring the events ran as smoothly as possible. All while keeping momentum and visitor numbers high throughout the tour.

The digital and social media objectives were to gain a social media reach of 1 million; to drive 7,000 visitors to the events; to help build ‘The Man Engine’ brand; to generate Crowdfunder donations; and to ensure all vital messaging was quickly and effectively shared across all mediums.

To achieve our objectives, we used Facebook, Twitter, Medium, Crowdfunder, Vimeo, hashtag tracking and Campaign Monitor for email marketing. In addition, we also used Instagram and Snapchat for Oh So Social to support our work on the project.

The results

25.4 million

social media reach

£200,000

return on investment

1.1 million

Twitter impressions

7.3 million

Facebook reach

14 million

hashtag reach

22.4 million

reach from own content

Interaction from 118

countries around the world

The Man Engine – National Lottery AwardsView Project

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