Untitled-1Untitled-1Untitled-1Untitled-1Untitled-1Untitled-1
Digital Mums Case Study: Gill works with Crisis from Crisis

Case Study: Gill works with Crisis from Crisis

Crisis is the national charity for single homeless people, with over 10,000 volunteers nationwide. Crisis wanted to get more people engaged with their training cafes, which offer on-the-job training for homeless people. We matched them with Gill Munro, a communications professional who previously worked for the BBC. She increased their social media engagement on Twitter by 607% and achieved a 238% rise in overall impressions in just two months. This was all while managing their rebrand, which could have negatively impacted both of these if not carefully managed.

Digital Mums Case Study: Gill works with Crisis from Crisis

The campaign

Gill’s campaign focused on managing a rebrand for Crisis Skylight Cafes as they changed their name to Cafe from Crisis. As with all rebrands, there was worry that they would lose the brand recognition they had built up and that their audience engagement would drop as a result. Gill built her campaign around two main strategies to prevent this.

First, she identified influential people relevant to her client’s brand and started connecting with them on Twitter. She nurtured these relationships over the course of her campaign and when the time was right, involved them to help promote Cafe from Crisis to their audiences.

Then she delved into Cafe from Crisis’ analytics to determine exactly what her followers’ interests were. This allowed her to curate the best possible content for them, making them more engaged with Cafe from Crisis’ and their brand.

With over a decade of experience in PR, Gill effortlessly knew how to identify current events that would be relevant for her client.

Using this experience, Gill skillfully used hashtags to capitalise on real-time events throughout her campaign. When a Channel 4 News report on homelessness was on TV she live-tweeted as it happened. When another local cafe received national press, she was able to generate substantial exposure by joining in the conversations around them,

The success

“We have loved Gill working with us, she’s been really great. The business development team are super happy with her too! I’ve been singing Digital Mums praises all the time. ”

--- Alana Cookman, Head of Cafes, Crisis

Cafe from Crisis saw a 607% increase in engagement and a a 238% increase in overall impressions - an astonishing result. This was all while managing a rebrand that could potentially have confused their audience and drove down engagement.

Gill has since gone on to start her own strategic communications consultancy, where she offers PR, copywriting and social media management services.

Digital Mums Why you need to “lean in” to learning

Why you need to “lean in” to learning

In our new campaign #LearnIn - why women need to lean into learning - we will be talking a lot about the importance of lifelong learning and in this blog, we explore why.

DMHQ Learning #LearnIn Lifelong Learning
Digital Mums Forget Lean In here’s why you need to Learn In

Forget Lean In here’s why you need to Learn In

Digital Mums run awareness-raising campaigns designed around our core mission to reduce maternal unemployment and to improve the maternal experience in the workplace. Find out about our NEW campaign: #LearnIn

DMHQ #LearnIn
Digital Mums Opportunity of a lifetime!

Opportunity of a lifetime!

Digital Mums has partnered with Studio.co.uk to give 20 mothers the opportunity of a lifetime - a brand new career in social media marketing! Read on to find out who is eligible and how to apply.

DMHQ Social Media Vocational Training
Back to Blog

Unlock your flexible
freelance career

Ready to gain in-demand social media skills and kickstart your new flexible freelance career? Click here to get more info on our accredited training.

Kate on white background

Get Started

Enter your details below to take your first step towards transforming your career prospects. We’ll send you our Info Pack and a few emails explaining what we do.

Do you have a background in any of the following: Marketing, Advertising, PR, Comms, Journalism, Broadcast/TV?
What training would you like to hear more about?
How did you hear about us?
Course updates

We’d love to send you ongoing updates about our training, successful Digital Mums and new happenings in the flexible working space. You can unsubscribe any time.

Privacy policy

For more info on how we handle your data, read our privacy policy.