Crabtree & Evelyn breaks into millennial market with paid social strategy

Social (204), Consumer Goods (63), Retail (179), UK (317), EMEA (356)

Natural fragrance, body care and gift company Crabtree & Evelyn engages a new audience with an approach that blends paid social, content strategy and influencer marketing.

{{ image.alt_text }}

Summary

Crabtree & Evelyn worked with Red Hot Penny to drive brand awareness and engagement using PPC and biddable media, digital PR, social media and paid social, and also reached the millennial generation through a range of digital touchpoints including online magazines and beauty blogs.

Objectives & Aims

Natural fragrance, body care and gift company Crabtree & Evelyn sought to break into the millennial market. To do that, it needed to be reaching millennials at their digital touchpoints.

Implementation, Execution & Tactics

Before this campaign, Crabtree & Evelyn hadn’t been using paid social as a direct marketing channel. Creating highly targeted ads on Facebook meant the brand could display relevant content directly in the newsfeeds of its 25- to 40-year-old target consumers, as well as to their existing customer base. A special post was designed to drive footfall to the Covent Garden and Regent Street Crabtree & Evelyn stores and to raise awareness of a limited-edition silk scarf.

Crabtree & Evelyn also restructured and refined its PPC and shopping account to improve efficiency and deliver stronger results.

The brand sought more coverage in print titles that are popular with millennials, so it set up one-to-one meetings with online titles including Marie Claire Online and Hello! Online, and with beauty bloggers including Beth Norton and Alex Light of What Alex Wears. Around 30 new products were tried and tested first-hand by invited guests to create authentic write ups.

Results

Marie Claire Online, Hello! Online, Red Online, Mirror Online and Prima sung Crabtree & Evelyn’s praises with features and links to the brand’s new collection. Blogger promotions and takeovers generated post likes in the region of 3,800 (Nada Adelle’s figures).

The brand also gained high quality user generated content to use as promotion across their social channels. Boosted social posts reached up to 486,000 people at a time, and generated 8,500 new page likes for Crabtree & Evelyn’s Facebook page. Facebook ads targeted at a new male audience demographic provided actionable insight into the buying behaviour of partners, fathers, brothers and more.

Crabtree & Evelyn’s paid search efficiency increased from ROI of 4 to 14. All in all, the campaign introduced a new viable source of revenue with paid social.