Tapping Into The Millennial Market With Crabtree & Evelyn
The Challenge
Natural fragrance, body care and gift company, Crabtree & Evelyn, wanted to break into the millennial market. To do that, we needed to be reaching Millennials at their digital touchpoints. Driving awareness and engagement amongst the generation of the future required the services of our PPC and Biddable Media, Digital PR, Social Media and Paid Social teams.
The Strategy
With the rise of mobile browsing and the amount of time millennials are now spending on social media, Crabtree & Evelyn needed to make sure they had a presence across these channels. Quality press coverage in online magazines and beauty blogs with high millennial readerships would also help to build brand awareness for a younger target audience.
Building their social media presence: Before working with Red Hot Penny, Crabtree & Evelyn weren’t using paid social as a direct marketing channel. Creating highly-targeted ads on Facebook meant Crabtree & Evelyn could display relevant content directly in the newsfeeds of their 25 to 40-year-old target consumers as well as to their existing customer base. These ads helped to drive brand awareness within the younger demographic and generate conversions across all audiences.
Our PPC and Biddable Media team also restructured and refined Crabtree & Evelyn’s PPC and Shopping accounts to improve efficiency and deliver stronger results.
#Crabtree&Evelyn: Crabtree & Evelyn increased awareness and engagement amongst 18 – 40-year-olds with social media campaigns. Our Black Friday, 12 Days of Christmas and key Facebook posts received monetary boosts to increase reach. A boosted post with a twist was designed to drive footfall to the Covent Garden and Regent Street Crabtree & Evelyn stores to raise awareness of a limited-edition silk scarf.
Hello, Hello! Magazine: Crabtree & Evelyn wanted more coverage in millennial titles, so our Digital PR team set-up one-to-one meetings with big online publishers like Marie Claire Online and Hello! Online, and with beauty bloggers like Beth Norton and Alex Light of What Alex Wears. Around 30 new products were tried and tested first-hand by our invited guests to create authentic write-ups.
The Results
Showered in praise: Marie Claire Online, Hello! Online, Red Online, Mirror Online and Prima sung Crabtree & Evelyn’s praises with features and links to their new collection. Blogger promotions and takeovers generated post likes in the region of 3800 (Nada Adelle). And the brand gained a whole lot of high-quality user-generated content to use as promotion across their social channels.
All the page likes: Boosted social posts reached up to 486,000 people at a time, and generated 8500 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.
Boosted revenue streams: Crabtree & Evelyn’s paid search efficiency increased from ROI of four to 14. We introduced a new viable source of revenue with paid social.
“Adding paid social to Crabtree & Evelyn’s marketing mix was pivotal in generating new sales through audiences they weren’t previously speaking to. Our Digital PR team acted as an extension of Crabtree & Evelyn’s communications team, identifying the right digital influencers to reach a new audience of millennials across multiple platforms.” Ben Lipscombe, Head of Biddable Media, Red Hot Penny