With the emergence of social media as a key marketing channel, Crabtree & Evelyn wanted to ensure their brand was not missing out on any potential opportunities to drive sales, inspire customer loyalty and build brand awareness. They started their digital journey by creating accounts on Facebook and Twitter in 2013, with their fans rapidly embracing these channels. It wasn’t long before they were adding new channels – launching their Instagram presence in 2015. As their social media following continued to grow, their followers started to turn to social media to ask questions about products, orders and to share their feedback. With multiple channels and campaigns to manage, Crabtree & Evelyn realised that they needed more innovative tools to manage their presence and ensure they showcased their strong brand consistently across the multiple social channels.
Seeing a dramatic increase in activity, Crabtree & Evelyn was now particularly interested in finding a social management platform that had listening capability, enabling them to monitor brand mentions, indirect queries and also help them to review their competitors activity at a glance. They needed to be able to keep a close eye on their brand’s reputation and ensure no questions were neglected. They knew that they would need to find a platform that would enable them to manage multiple channels from one central hub, help them to reduce time spent on scheduling content, and provide detailed data to improve their knowledge of customers desires and demands.
Jamie Rockers, the PR & Social Media Manager at Crabtree & Evelyn was given the task to find a solution. She said, “We could see the potential that social media held for our brand, but the way we were organising our social activity was very time-consuming and made it difficult to really stand out from the noise. When we looked at the platforms available, SocialSignIn stood out as they brought every aspect of social media management into an easy interface, as well as getting access to analytics that were easy to understand, export and share.”
After starting to use SocialSignIn, Crabtree & Evelyn was able to take a deeper dive into their analytics, gaining a clearer understanding of their digital audience and their desires in more depth. This process enabled them to discover a whole demographic that they were missing out on – the infamous Millennials. Tapping into this new market helped them to diversify and grow their customer base, they did this by finding new ways to attract a younger generation to their brand using powerful content and latest social marketing techniques. SocialSignIn enabled Jamie and her team to schedule content in half the time, creating more compelling campaigns based around analytical data which highlighted what their following had been engaging with.
Crabtree & Evelyn has also embraced the opportunity to partner with leading social media Influencers to attract a new, younger audience – and by doing this have seen a significant increase in brand awareness, sales and website traffic. Jamie Rockers said, “Social media is a key part of our organisation and with the help of SocialSignIn we have been able to explore these channels better – discovering new demographics to target, influencers to engage with and methods of strengthening the customer relationships that we already have. With SocialSignIn’s help we are focusing on creating exceptional content and maximising influencer outreach, as well as inspiring user-generated content from our current customers – which has helped our engagement dramatically improve. The ability to manage feedback and social customer service queries instantly through the platform, combined with scheduling to each social channel from the comfort of one platform, makes SocialSignIn the perfect time-saving solution for us.”
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