Managing a portfolio of brands online
KMI Brands own a portfolio of beauty brands, including Ted Baker Fragrances, Orla Kiely home products, Fish Soho hair styling, and Naked Skincare.
They were looking for a reliable, agile and creative digital agency to manage their web platforms, both to maintain and update their current activity and to incrementally improve their ROI by improving conversion rates across their social and email content, and their digital platforms.
KMI needed support for their two e-commerce sites, two brand websites, three Facebook and Twitter feeds, and a centralised eCRM system.
Futureproof now act as an outsourced digital department for KMI, using the technical expertise of their Digital team, the design skills of their Creative team, project management and brand guardianship by the Brand Management team, and ideation from across the agency. By combining these different specialisms with a new strategic direction for KMI, Futureproof offer more than a standalone digital agency could bring to the table, providing better value and output for KMI.
Futureproof manage six social media accounts for KMI Brands and the email communications plan, combining content creation, scheduling, posting and community management.
Futureproof are already seeing significantly improved conversion from the KMI eCRM, in particular.
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.
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.
Development of Prostate Cancer UK's first regular giving product
Prostate Cancer UK, having just undergone a rebrand and incorporated another charity (Prostate Action), was in a stronger position to fight against prostate cancer and prostate diseases. With this in mind, Futureproof was asked to develop a new initiative that would reinforce their new branding, raise awareness, and drive donations that would help achieve their goal of ‘radically transforming the future for men with prostate cancer and prostate disease.’
Futureproof developed ‘Save the man’, a compelling initiative that garners support through its targeted imagery and copy. We tailored the campaign to fit different audiences, including a younger audience that had never previously been targeted.
‘Save the man’ was launched across various media, including a DM pack, magazine insert and email, which was also another first for the charity. We added another variable – the type of ask – and used tracking mechanics to identify where the communications had the greatest impact.
Prostate Cancer UK seeks to ‘save the man’ with regular donations, Matthew Chapman, Marketing Magazine
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.
Recognising the community spirit of the Great British Publican
Futureproof was tasked by Enterprise – the UK’s largest leased and tenanted pub company – with creating, developing and delivering an initiative to recognise the great work their Publicans undertake within local communities.
There was a need to drive positive PR, Publican engagement and industry recognition following a series of pub closures and the ongoing decline of the pub trade.
We launched ‘The Community Hero Awards’ to recognise Publicans who make a real difference to the communities they serve. A dedicated website was created that allows Publicans to use their Enterprise login details to gain access and enter the awards.
The campaign has been supported through PR, eRM’s, internal engagement of Enterprise employees and a YouTube video that gives a complete overview of the awards.
Launched in 2012, the inaugural awards ceremony saw 18 regional winners being given £5000 to spend on a community initiative of their choice, with one national winner being awarded a further £5,000 to invest.