Ms Sharon O'Dea
Information Access Team
Via email to:
Communications Directorate
request-440568-
T 020 3461 4878
xxxxxxxx@xxxxxxxxxxxxxx.xxx
F 020 3461 5460
xxxxxxxxx@xxxxxxxxxxxxx.xx.xx
23 November 2017
Please quote ref. V 231117 on all
correspondence
Dear Ms O'Dea
Thank you for your email of 24 October in which you ask the following under the Freedom of Information
Act 2000 (‘FoI Act’) in relation to the £2,819.28 spent by the Bank of England (the ‘Bank’) on the Snapchat
geofilter ‘
to raise awareness of the launch of the new £10 note’:
‘1.
A copy of the agreed objectives of this social media "educational campaign to raise awareness"’
There is no recorded information held about the specific objectives of the social media aspect, including
the Snapchat geofilter, of the Bank’s overall educational campaign to raise awareness of the new £10
banknote. This is because the use of social media was just one of a number of elements used to achieve
the main objective of the campaign to raise awareness. Social media plays an important part of the
Bank’s efforts to reach a broader range of people through non-traditional media.
‘2.
Agreed performance indicators used to measure success in meeting the above’
There is no recorded information held about the performance indicators used to measure the ‘success’ for
the reasons outlined in our answer to question 1.
‘3.
Whether these objectives were met, along with any evaluation undertaken on the success of this
awareness campaign’
As explained above our overall objective was to raise awareness of the £10 banknote and the social
media aspect, including the Snapchat geofilter was just part of that. Therefore we do not hold any
‘evaluations’ for the specific Snapchat geofilter. This is because progress against the educational
campaign’s main objective was measured by independently run surveys of awareness amongst the
general public, which showed that the level of overall awareness of the new £10 note increased over the
duration of the campaign. I can tell you however, that the Snapchat geofilter was used 1,415 times,
earning 101,000 impressions.
‘4.
To know whether the £2,819.28 previously disclosed is the spend with Snapchat alone, or
includes development of social media assets (such as design)’
‘5.
If it does not, a breakdown of costs for design and content development’’
The £2,819.28 was the total amount spent with Snapchat. The geofilter was designed in-house, and
therefore there were no associated design and content development costs.
‘6.
A copy of the business case or any other written justification submitted for approval for use of
Snapchat for this campaign, together with any evaluation of alternatives undertaken’
There is no recorded information held because as I have outlined above, the Snapchat geofilter was one
tool used as part of the Bank’s wider campaign to raise the public’s awareness of the new £10 banknote.
One of the reasons this was chosen ahead of other ideas was because a large percentage of Snapchat
Bank of England, Threadneedle Street, London EC2R 8AH
T +44 (0)20 3461 4444 www.bankofengland.co.uk
2
users are within the 16-24 demographic, which was one of the groups the Bank was keen to target within
the overall campaign. The Bank’s overall wider plan for social media was approved by senior Bank
officials.
Yours sincerely
Jackie Walmsley
Information Access Team
Your right to complain under the FoI Act
If you are unhappy with the Bank’s response you may ask for that decision to be reviewed internally. In order to do so, please set
out the grounds for your appeal and send it to Wendy Galvin, Information Access Team (TS-Mz), Communications Directorate, Bank
of England, Threadneedle Street, London, EC2R 8AH or by email to xxxxxxxxx@xxxxxxxxxxxxx.xx.xx for the attention of Wendy
Galvin.
If you are not content with the outcome of the internal review, you have the right to apply directly to the Information Commissioner for
a decision. The Information Commissioner can be contacted at The Information Commissioner’s Office, Wycliffe House, Water Lane,
Wilmslow, Cheshire, SK9 5AF.
