Virgin Atlantic and Virgin Holidays have appointed We Are Social as their social media agency in the UK.
We Are Social won the account after a pitch and is set to deliver the first of its creative campaigns for Virgin Atlantic next month.
Both brands used to handle social media strategy and execution in-house, but have now chosen to work with an agency because they see the medium as a significant part of their aim to grow market share and increase positive brand sentiment.
As well as strategic planning and development, We Are Social is also tasked with delivering creative social media-led campaigns.
The shop will create an ongoing newsroom function to support the activity, as well as using "in-depth social listening" analytics to monitor consumer feedback in order to adapt its strategy.
We Are Social will work with the brands’ social media managers, Sarah Winter at Virgin Atlantic and Stuart Chapman at Virgin Holidays.
Virgin Atlantic and Virgin Holidays aligned their advertising accounts last year under Omnicom’s Abbott Mead Vickers BBDO. The brands remain distinct, but now work under complementary marketing strategies.
The appointment follows last month’s decision by cosmetic retailer Lush to close some of its social media channels, having complained that it was "tired of fighting with algorithms".
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