Case Study: Manchester Central improves digital insight and campaign tracking with Brandwatch

Manchester Central tracks 750-patient Nightingale Hospital impact with Brandwatch

Manchester Central, a major UK conference and events venue, faced the immense challenge of adapting its digital communications strategy overnight when the pandemic forced it to transform into a Nightingale Hospital. Their digital team, led by Samantha Pike-Devlin, needed to move beyond basic vanity metrics to understand online conversation and sentiment in a time of constant change. They turned to the digital consumer intelligence platform from their vendor, Brandwatch, to monitor this new situation and inform their strategy.

Using Brandwatch, the team was able to quickly adapt their monitoring queries to track the surge in online conversation and overwhelmingly positive sentiment surrounding their new role. The solution provided key insights through campaign and project dashboards, allowing them to successfully monitor industry campaigns like #ProjectConfidence. This enabled Manchester Central to harness digital insights, demonstrate the impact of their online activities to senior leadership, and inform their future business proposition.

Manchester Central