1. Started in Oxford
Campaign 1: 25 August – 11 September 2016 Campaign 2: 23 October – 1 December 2017

2. Goals
1. Position the Oxford region as one of the most innovative in the UK.
2. Celebrate examples of spinouts, startups and entrepreneurs which #StartedinOxford. 3. Position Oxford University as a leader in innovation.
PAD works together with Research Services and Oxford University Innovation to develop the campaigns. A budget allocated to commission a series of distinctly branded videos and stills about innovation and entrepreneurship that are then run across the main university channels and RT and shared by others in the university and externally.

3. Campaign 1: 25 August – 11 September 2016
The first campaign was run for a shorter period and had more content: - we had a website, storify, some paid posts and a lot of organic posts.

4. Stats Overview
17 Facebook posts – total reach*: 3,523,656 Engagement: 110,538
32 Tweets – total impressions: 434,990 Engagement: Retweets: 790 Likes: 964
5 LinkedIn posts
8 Instagram photos – total impressions**:178,000 Total reach:124,000 Engagement: 7534
17 Facebook posts – total reach*: 3,523,656 Engagement: 110, Taken from Facebook native data analytics
32 Tweets – total impressions: 434,990 Engagement: Retweets: 790 Likes: Taken from Twitter native data analytics
5 LinkedIn posts
8 Instagram photos – total impressions**:178,000 Total reach:124,000 Engagement: 7534
Instagram for business analytics only offered mid way through the campaign due to roll out of Instagram for business. This is why not all posts have been counted.
*Including paid advertisement **Instagram analytics only offered mid way through the campaign. Please see data file for posts included

5. Web Analytics 3,500 carousel clicks 4,171 po.st clicks
569 storify native views

6. Paid post performance
Organically, this post had the highest reach and engagement on Facebook
We boosted a high performing and a poor performing posts. This post was the highest performing post on Facebook and continued to perform well when enhanced with paid Facebook advertising. The story is very captivating; this post also organically performed very well on Instagram.

7. Paid post performance
Organically, this post had the lowest reach and engagement on Facebook
This post was the lowest performing post on Facebook but performed slightly better when enhanced with paid Facebook advertising.

8. OUI & Oxford Impact accounts

10. Campaign 2: 23 October– 1 December 2017
The second campaign had 15 pieces of content and was run over a shorter period. - we had a website, storify and organic posts but no paid.

11. Stats Overview – so far
9 Facebook posts – total reach: 160, 836 Engagement: 6, 588
33 Tweets – total impressions: 493,397 Engagement: 7, 874 Retweets: 906 Likes: 1, 510
5 LinkedIn posts – total impressions 701, 564
3 Instagram photos – total impressions: 197, 233 Total reach: 148, Engagement: 9, 094.

12. Web Analytics 1, 573 carousel clicks 1, 511 web views
1,602 storify native views

15. Get involved!!
Share on Facebook, Twitter, Instagram. Post a link to the Storify or RT from Storify.
Post your own #StartedinOxford story Don’t forget – ALWAYS use the hashtag.