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How our Technology Products and Associated Services framework helped Defra improve brand awareness

Discover how we helped the Department for Environment Food and Rural Affairs (Defra) find the right software to improve their social media strategy and performance.

The requirement

Defra was looking for software as a solution (SaaS) to replace their existing social media monitoring platform, as they had concerns about the reliability of the data, breadth and depth of analytical capability and lack of support.

The department wanted to improve their social media strategy and was looking for:

  • a better understanding of their social media audience
  • increased brand awareness and exposure through more targeted and focused campaigns
  • innovative solutions, such as influencer marketing

None of this was available through their current supplier.

The solution

To find the best solution for their needs, Defra issued a Request For Proposal (RFP) under our Technology Products and Associated Services (TePAS) framework. TePAS offers competitive prices on products and services from a wide range of specialist suppliers. They used lot 3 which is for Software and Associated Services.

The results

Getech, a supplier on TePAS, subcontracted the opportunity to Socialbakers, as the RFP was a good fit for them.

Socialbakers provided a fully managed and supported social media solution. They helped Defra explore alternative and innovative uses of various social media platforms and data streams to help with their strategy. This included support from an onboarding manager and strategic account management team to ensure significantly improved results were achieved. The solution allowed Defra to identify and monitor key influencers and brand ambassadors and measure the impact of influencer focused campaigns. This has enabled them to streamline influencer engagement and plan targeted usage ahead of the UN Climate Change Summit (COP26) in 2021.

With an increased level of data at their disposal, Defra was able to optimise their content strategy. Focusing on the target audience and fine-tuning the appropriate messaging resulted in a greater reach and depth of engagement, leading to:

  • a 115% increase in organic interactions
  • a 53% increase in average organic reach per post on Facebook and Instagram
  • their engagement rate doubling

Giulia Farro, Senior Digital Insight & Evaluation Manager at Defra, said:

Socialbakers analytics is a powerful tool that massively simplified and automated our monitoring and reporting. It gave us the chance to easily label all our content, regardless of whether we posted via Socialbakers or natively, and provided an effective holistic view of our performance across multiple platforms and channels.

Let us add power to your procurement

Our Technology Products and Associated Services framework offers you a flexible way to buy IT hardware, off-the-shelf software and associated services to suit your organisation’s technology needs, big or small.

To find out how we can help you, you can:


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