Moving from a product focus to acting as an advocate for healthier, wholesome lifestyles
Hovis had found that although it had a large follower base on Facebook, engagement rates were falling and they needed a new strategy and content plan to reverse this decline.
We built on Hovis’s brand strategy, and developed a digital/social strategy that brought to life their need to go beyond the product and reinforce the perception of Hovis as the healthy choice in the bread category. Research into their target consumer, and their online behaviour, led us to focus on certain key content themes, that enabled us to start to shift the tone towards lifestyle conversations.
Using posts about lifestyle topics, games and live-chats we were able to rapidly increase average interaction rates and thus quickly expanded Hovis’s weekly reach. Staying within the strategy, however, meant that we did this while focussing more closely on the target demographic.
Total Facebook ‘Reach’ increased from an average of 2,700 in April to an average of 17,400 in June, which is over 5 times the previous average value. The demographics of the fans shifted strongly to the target ID.
Digital campaign and Facebook App driving awareness and trial for new range of toddler food
Futureproof was brought on board by Organix to help drive sales of their new “Cook with Organix” range of paste pots and recipe bases. Organix needed an online campaign that would educate Mums in how to use this new-to-category innovative product, and convert to purchase.
We devised, designed and executed the ‘Made by You’ campaign. To capitalise on the product’s unique benefit as a cooking aid that helps mums experiment and produce a variety of toddler meals, we constructed a Facebook cookbook app that combined a competition-mechanic with a recipe database. By tapping into Facebook’s user data we were able to bring the user-submitted ‘Made by You’ recipes to life with photos and comments. Downloadable coupons were also provided, to encourage trial of the product, and data-capture for the client. We then worked with the brand team and their agencies to amplify the plan with eCRM emails, blogger outreach and Mumsnet ad-spend.
We drove high online engagement via the Facebook Organix cookbook through recipe submissions and coupon downloads. The amplification plan which promoted the Made by You campaign generated high reach and traffic to the Facebook app.
7,896 users visited the app, delivering a 455% result against the KPI target. 2,278 coupon downloads represented a 918% result against the target.
Developing a unique integrated app for a bespoke ecommerce user experience
Streck Clothing – a young London-based, fashion start-up – needed to establish its brand online, and increase sales of its unique, customised hoodies. Demand for the vinyl-printed clothing was increasing, but they had no way to efficiently manage their order process.
We worked with the founder of the company to re-evaluate the entire sales journey from the customer’s first interaction with the brand, to the creation and delivery of the final, bespoke garment. Using the Shopify ecommerce platform so that product inventory and fulfilment could be easily managed by the client, we designed an interface that showcased the brand and developed an integrated app that enabled the user – like Nike-ID – to customise their own hoody design. This significantly streamlined the order process, and firmly established the brand online.
Following the success of the original development, we are now once again working with the founder to design and develop two extensions to her range, Streck It Kids and Streck It Dogs, both with a custom built cusotmiser.
Customer Experience Marketing
World Vision wanted to expand their child sponsorship face-to-face fundraising activity to incorporate a greater number of appearances at Events & Festivals in 2013, and they wanted to do this in an engaging, interactive and educational way. Futureproof was challenged to create a bespoke, highly engaging consumer experience that showcases World Vision’s international work at exhibitions, festivals and shopping centres around the UK.
The creative response was required to create two things; engagement and interaction.
The chosen creative idea was ‘Reactive’, the execution includes a reaction to the stand which creates a feeling of empowerment.
A set of large scale artwork with accompanying branded de-coder glasses was produced. The artwork is on first glance an illustration of despair, depicting some of the terrifying facts of life for children living in some of the world’s poorest places – young girls being forced to marry, children forced to work in mines, no schools or healthcare facilities, no clean water and very little food. When the glasses are then put on the illustration changes to one filled with hope, clearly revealing the life changing effects child sponsorship can have.
The glasses were designed to empower the wearer, clearly revealing the incredible difference that they could make to a child’s life.
SMA had recently repositioned their brand and needed communications to reflect this. Futureproof was asked to work across digital and direct mail, updating touch points accordingly. The overall goal was to place SMA as the go-to brand for support, advice, and ultimately their infant formulas.
Futureproof completed a proprietary strategy process to translate the new brand positioning into a thorough strategy that could be applied across all media. For the direct mail, we designed a traditional welcome pack, and an innovative bottle-shaped piece to promote SMA’s NPD.
We conducted a thorough review of the website and proposed improvements to the look and feel, and content structure. As part of this process, we held a photoshoot with parents and babies, and ran user testing, to create an optimal and logical user journey with imagery that reflected SMA’s new positioning and better engaged with mothers.
Over 400k DMs sent out.
Digital aspect of project on hold pending Nestle buy-out of Pfizer.
Engaging instore communications to lead and grow the category
Freixenet wanted to show retailers the ability of its product portfolio to lead and grow the category through engaging and relevant in-store communications.
Futureproof developed a year’s plan of in-store activation promotions, relevant to individual retailers as well as meeting brand and product-level objectives. The individual executions were built on brand and shopper insights to deliver compelling, sales-driving plans.
Bringing artisan ciders out of Somerset
Orchard Pig was looking for marketing and communications expertise to help realise their ambitious growth plans. They needed an agency that could grow their consumer and customer base through excellent communications, delivering short-term objectives and long-term growth.
Futureproof developed a strategic approach that informed a full year plan across the on and off-trade. By building on consumer insight and brand truths, we demonstrated our ability to develop the brand from day one.
Changing common perceptions of India and its cuisine
The Spice Tailor sought to break the indulgent stereotype of Indian food and offer a healthy alternative. Consequently, they created a range of light and fresh Indian sauces that redefine home-cooked Indian food.
Futureproof was challenged to develop a campaign that reflected the brand’s creative and vibrant approach, moving consumer perception of Indian food from heavy and unhealhty to simple and light.
We developed the brand idea ‘Rethink Indian’ and executed this through ‘Spice Night’, an interactive digital campaign.
Mirroring what the product does for the sauce sector, the idea encouraged consumers to rethink Indian cooking at home. The Spice Night campaign was developed to secure the buy-in of over 150,000 new consumers to the brand, and also drive sales with their major retailer.
Spice Night came in the form of a weekly cook-along with Anjum Anand, hosted on Facebook with weekly promotions to drive repeat visits and purchase. A Facebook app was created to facilitate interaction with the brand, allowing users to map their culinary journey, communicate with friends and enter competitions.
Saving and protecting children in the world's most dangerous places
World Vision asked Futureproof to develop an inspiring and engaging new charitable product, focussing on fragile contexts and undesignated funds to help save children around the world.
We developed Raw Hope, a £10 monthly pledge to protect children living in the world’s most dangerous places from physical harm and exploitation. Acknowledging the need for the target market to gain a greater insight into the dangers facing these children, Futureproof created a product that combined the raw reality of their situation with the hope World Vision brings.
The campaign succeeded in providing an inspirational and engaging, new charitable product. It was launched through face-to-face fundraisers and telemarketing, aided by various sales tools, posters and a promotional video.
In order to combat the high attrition rates prevalent within the charity sector, we created a monthly eRM that featured a three minute video, providing insight into where and how the donor’s money is being used. The email focusses on one country each month, revealing the challenges it faces, and shares the stories of courageous children who have had their lives transformed thanks to World Vision.
Communication to engage and empower over 6,000 Publicans throughout the UK
Enterprise identified the need to re-establish itself as a force for good within the UK pub industry, starting with the relationship with their Publicans. Enterprise had traditionally allowed their behaviour and business results to dictate their corporate positioning, with their quarterly communications to Publicans being directive and commercially focussed.
They sought to re-engage the Great British Publican with a communications platform designed to empower Publicans to increase trade.
We created an all-new communications platform called ‘empower’ to fit the strategic aim of ‘empowering the Great British Publican’. Operating across both digital and traditional platforms, the communications are designed to deliver consistent, frequent and targeted messages.
The communications include a monthly newspaper and deals supplement, a weekly email, a regular text message service, and a fortnightly staff email. Futureproof ensures all content is credible and purposeful, focussing on giving both Publicans and staff the information they need to feel empowered. This in turn helps to change the perception and performance of Enterprise and its pubs.
A holistic communications platform developed across media channels to reflect the updated positioning of Enterprise as an undeniable force for good. Credible, forward-thinking communications are bringing Enterprise Publicans to the forefront of their industry, maximising the opportunities available to them.
We continue to provide the complete support necessary in ensuring the company strategy is being communicated through every interaction. empower has strengthened the level of engagement between Enterprise and its Publicans, providing the foundations for a positive and profitable future relationship.