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.
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.
Diageo needed a platform to provide information on bars that stocked their Reserve brands – the most exclusive range within the Diageo portfolio – and that would help users find the one that best matched their requirements.
We designed Reserved Recommends, a premium website that enables users to select a bar by venue type, brands served, ambience, group serve capability and average cocktail price. The website also provides information on gifting, offers and news, cocktails, and further brand details. To secure repeat visits, we created a sign up option that allows users to save favourites, and create and store itineraries.
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.
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.