Case Study: Innovate UK achieves 30% higher event engagement and scales promotion of 300 events with Hootsuite

How a Government Agency Promotes 300 Events Annually and Exceeds Engagement Targets

Innovate UK, the UK’s innovation agency, needed to raise brand awareness and promote about 300 business events a year but faced a costly, fragmented social landscape. With limited paid advertising, the communications team struggled to find and join the most relevant conversations across channels, missing opportunities to drive registrations and showcase services.

They adopted Hootsuite to set up listening streams, centralise a dashboard for 25 staff, and coordinate targeted content and responses. The approach helped them exceed engagement goals for the 2014 flagship event by 30%, grow followers from zero to 3,220, generate 1,538 mentions and 1,130 retweets (with #InnovateUK14 trending sixth in the UK), and now promote 300 events cost‑effectively while boosting advocacy and recruitment.

Innovate UK

Peter Wilson

Digital Communications Manager