Hachette Craft Collection
// Utilising Facebook for retention
THE BRIEF
Hachette Partworks initially had five different Facebook pages for each of its crafting magazines such as Art Therapy, the Art of Knitting, and the Art of Cross Stitch. They were looking for a strategy to help simplify their approach to social media while positioning themselves as a leader in the craft publication space.
THE SOLUTION
With all the pages having active followers who engaged with posts, the key was to create a single crafting page to appeal to all five audiences.
To do this, we re-branded one of the pages as Hachette Craft Collections and merged all subsequent pages to create one large community of over 120,000 people. This page is now a central hub for the crafting community and shares fresh, engaging content every week.
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While this route proved popular with members, we also wanted to provide crafters with a dedicated space to discuss their niche craft with a like-minded community. We created individual groups for each of the five magazines under this umbrella page. This also meant that they could share their own content rather than just seeing content shared from Hachette.
This worked particularly well for this audience as they enjoy sharing their own completed projects, works in progress, and asking for hints, tips and advice from the community.
This approach helped to retain subscribers for the series of magazines and allowed fellow crafters to showcase and discuss their projects.
THE RESULTS
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THE CLIENT
Hachette Partworks publishes collectable series such as Marvel Graphic Novel Collections, Judge Dredd, Art therapy, the Art of Crochet and more.
