Agency: Clarion Communications
Tasked with engineering a more community centric UK strategy, there was a key focus around accelerating acquisition and bringing existing social brand advocates closer to the brand using interactive content and experiences that showcase Hill’s innovative food science.
Centred around a bespoke ‘test & learn’ approach in Q1, we used a variety of initiatives to uncover Hill’s social potential. By fine tuning paid advertising, storytelling and community engagement, we were able to translate complex scientific insight into digestible consumer-friendly material and connect with different pet audiences in smarter and more meaningful ways.
Building on this informed insight, we constructed an accelerated ‘always on’ strategy from Q2 that mixed organic and paid tactics. Segmenting audiences by demographic and pet categories, we aligned content for different brand channels. We are using individual network strengths to address core business priorities, and we’re continuing to grow social brand equity and evolve their communities.
- Facebook community grew by over 60%+ in year one
- Average social post engagement rate of 6%+
- Top performing Crufts content among all competitors
- The UK team was recognised as one of the top performers for social growth and customer CRM, globally