For this project, we were tasked with crafting a suite of magnetic website and social content on one of our favourite topics – Northern Ireland!

So we stuck the kettle on and got ready to deep-dive into brainstorms, blogging and content plans.

But before we jump into the nitty-gritty, a quick introduction to our lovely client… 


Background

Northern Irish Connections was established by Invest NI to engage the Northern Irish diaspora and advance economic prosperity.

In other words, they showcase the best of Northern Ireland, so expats will be persuaded to book a one-way flight home to the motherland – to enjoy happy and successful lives and careers, while simultaneously benefitting the local economy. A mission we could easily get onboard with.

Northern Irish Connections was established by Invest NI to engage the Northern Irish diaspora and advance economic prosperity. In other words, they showcase the best of Northern Ireland, so expats will be persuaded to book a one-way flight home to the motherland – to enjoy happy and successful lives and careers, while simultaneously benefitting the local economy.

A mission with which we are easily onboard.


The Ask

Content, content, content! To enhance their existing website and social presence, the client asked us to produce six months of content that would engage and resonate with the diaspora around the world, create feelings of nostalgia and reiterate that Northern Ireland is a great place to live, work, study, visit, invest and do business.


The Challenge

Despite already putting out some interesting content themselves, it became clear that Northern Irish Connections didn’t have a unique voice of its own and particularly one that was distinct from Invest NI.

Secondly, the digital and social strategy had to be organic rather than paid. This meant, more than ever, the content had to engaging and shareable to make sure we reached the right people with the right messages.

It’s a good thing we love a challenge, isn’t it?


The Thinking

We began thinking of Northern Irish Connections as the younger sibling of Invest NI. Younger, cooler and a wee bit cheekier. While still retaining an informative and influential communication style, we saw an opportunity to take our client’s online brand voice to the next level – and jumped at it.

Our copywriters rolled up their sleeves and got cracking on some high-quality blogs – dialling up the colloquial language and iconic Northern Irish wit at every opportunity.


The Creative

We knocked out an impressive 12 blogs, 12 content plans and 24 social assets over a 6-month period. To appeal to a global audience with diverse interests, we knew we had to include a wide range of topics.

Check ‘em out here…

LA, Tokyo, London, Ballywalter!

3 min read

Read the Article

Inventions coming out of NI in 2023

3 min read

Read the Article

Christmas Gift Ideas from NI businesses that you can post worldwide

4 min read

Read the Article

8 NI Podcasts that will help you stay connected to home

4 min read

Read the Article

NI food whetting appetites around the world

5 min read

Read the Article

5 NI comedians sell out shows at the SSE Arena

5 min read

Read the Article

Have yourself a Northern Irish little Christmas – 90s edition

6 min read

Read the Article

Unbelievable job roles advertised in NI in 2023

4 min read

Read the Article

NI fight scene punching above its weight

4 min read

Read the Article

Why it’s so great to live in NI, according to AI

4 min read

Read the Article

It’s game on for esports in Northern Ireland

4 min read

Read the Article


The Results

And it worked! Performance was strong across the board with ‘Have Yourself a Northern Irish Little Christmas’ receiving almost double the impressions of all other organic social posts and ‘unbelievable job roles’ leading the pack in terms of website clicks.

When comparing the period in which we produced content (September 2023-March 2024) with the same period in the previous year, we found that our content helped increase our clients’ website traffic by 23%!

More website traffic means more opportunities for our client to fulfil their key business objective – connecting the diverse strands of the Northern Irish community abroad.

And the icing on the cake? Some lovely feedback from our client:

“The articles produced by Genesis were both imaginative and engaging, and the accompanying assets were original and creative. The core of NI Connections is engaging with the diaspora. Our content must be current and engaging and Genesis delivered this to a very high standard. This is testament to the engagement we have had about the articles on social media.”

Frances, NI Connections