As a train ticket aggregator, Trainline don’t control British trains.
However, British customers associate Trainline with all issues outside of their control – and were very vocal about this in social comments. Anything from ongoing train strikes, delays and even leaves on the track – all things that fall outside of Trainline’s role as a brand.
To combat this, I masterminded a strategic and creative approach that used social and community management to resolve the negative sentiment on their channel and turn a failing social presence into a viral success. I created a social media strategy that heroes regional train travel, inspiring familiarity and engagement, and encouraging customers to engage in a positive way. The press took notice and the channels featured regularly in industry press as best in class for social.
+3,770% Ave engagement over benchmark | +996% Ave reach over benchmark | 1 in 5 Posts go viral organically
