How social media took the brand presence at a major industry event to a global audience, and activated an army of advocates
The Frankfurt Book Fair is a key event in the publishing calendar and Wiley had long stood out on the ground with an impressive physical presence. In 2024 the goal was to match and amplify that impact online, using social media to share priority messages and connect with a global audience beyond the fair itself. With a full schedule of events and tailored messaging for multiple audiences, the campaign needed to bring coherence and visibility and engagement with Wiley’s activity throughout the event.
The social campaign took a multi-channel approach, using Wiley's corporate social accounts and leveraging an engaged army of social advocates among employees both on the ground and around the globe. (See the Social employee advocacy case study for more on how this was activated)
Wiley’s corporate social accounts shared brand-level content designed to engage its broad audiences.
High-quality in-the moment photography and video shot on the Wiley stand brought the event’s human energy to life, highlighting moments of genuine connection as colleagues and customers came together.
Through photo carousels and video, Wiley delivered, insight-led content, providing educational value to audiences and amplified the company’s key messages, positioning Wiley as a trusted thought leader in the publishing space.
The team posted once per day, supplemented with Instagram Stories, maintaining an optimal cadence to maximise reach without over-posting.
Wiley's colleagues were encouraged and enabled to publish content tailored to their own diverse networks and audiences, as well as resharing corporate page posts:
A range of social posts tailored to different customer groups were distributed through Wiley’s employee advocacy programme, making it quick and easy for participating colleagues to share key messages in the run up, during and post event.
Colleagues attending the event were supplied with guidance including A 'Social at Frankfurt' factsheet which included content ideas and tips for their own social posts
The 5 day event generated a total organic reach of 153,000, a significant increase on prior year
Corporate account content generated 86,000 organic impressions, 2,200 reactions, 19,000 post clicks and engagements, 144 post shares and a 13.5% engagement rate.
Content published through the employee advocacy tool generated 67,000 impressions and 483 post reactions