AWARDS 2012 CASE STUDY: Category 11: ‘Transformation to social media’ for Ellisons by The Crocodile

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  • The Crocodile

Ellisons, the UK’s leading supplier to the hair and beauty industry wanted to increase online revenue by 50 per cent and nurture customer engagement.

The Crocodile defined a social media strategy as a low-cost way to engage with a large number of businesses, to drive long-term buyer behaviour change. The agency was appointed to create and deliver a piece of transformational work that would embed social media into Ellisons’ marketing and communications.

Key highlights are:

  • Creation and empowerment of a social steering committee
  • Use of two key channels to appeal to small business audience: Facebook and Twitter
  • Programme of offers exclusive to Facebook and Twitter followers
  • Content strategy designed to appeal to SME audience and drive website traffic and transactions, and encourage genuine dialogue 
  • Use of social channels for customer service and product testing

Key results exceeded all expectations:

  • 71 per cent increase in the value of online orders 
  • 44 per cent increase in the number of businesses ordering online 
  • Incremental ROI of 1534 per cent
  • 36 per cent increase in website traffic
  • Facebook now 3rd biggest referrer to
Price: £0.00