Building social media influence and engagement

MOBIE: #LoveHome

George Clarke / MOBIE

In February 2019, we partnered with Channel Four’s ‘Amazing Spaces’ architect George Clarke to highlight the work of his educational Charity MOBIE, The Ministry of Building Innovation in Education; an educational charity aimed at encouraging children and young people to pursue careers in the built environment.

The idea

With an aim of raising awareness of and engagement with MOBIE’s social media channels, an Instagram and Twitter-led campaign, #lovehome, was created. This campaign was designed to generate conversation and engagement around the spirit of home and robust communities on the run up to a key government summit on the built environment.

MOBIE posed two questions across social media: first asking the general public ‘What makes your house a home?’ Responses ranged from family and friends, to watching children playing, Saturday brunches, Sunday lunches; through to dogs, cats, even comic book collections.

The question was dialled up the day before the Ministry of Housing, Communities and Local Government’s ‘Better Design for Better Places’ conference and on the stage itself – as George asked influencers directly during his keynote: ‘How do we design and make homes our kids will love when they grow up?’

What we delivered

We supported MOBIE by creating a strategy for the charity’s #lovehome agenda, leading the social media campaign and developing and populating the campaign microsite with rich content including a range of videos, interviews, articles and blogs.

MOBIE’s handles were not well used historically so the campaign began from a social media ‘standing start’. All results generated were entirely organic and without spend.


CIPR Pride North West Awards 2019: Not-for-Profit Campaign, GOLD WINNER

Social helped me highlight my charity’s agenda by posing pivotal questions to influencers and the general public alike as the crux of the content strategy. MOBIE has collated these valuable responses and will continue to use this key user generated content across its activities in 2019.
George Clarke
MOBIE Founder