Butchers Petcare

A full digital marketing strategy that got tails wagging.

1000

likes on Facebook

Project Information

Categories: FMCG

Released: 02/03/2014

Butchers Petcare are one of Europe’s biggest suppliers of pet food with a turnover of over £100m.

Butcher’s approached The Zen Agency with a brief to develop and manage the full digital strategy for their brand. The strategy had to work alongside the ATL campaigns which were currently in development.

The key focus was to drive traffic to the website, increase online engagement and increase brand awareness.

At the beginning of the project we turned out attention to SEO. We ensured the website was fully optimised for search engines and was targeting key phrases which were both relevant and would ultimately drive traffic to the site.

From our competitor analysis it was clear that one area which Butcher’s was way behind their competitors was Social Media. Many of their main competitors had fantastic social followings and had a lot of engagement with users through these channels.

We decided to develop a content plan that would allow us to create engaging and informative content to amplify the brand message that Butcher’s wanted to portray. The content was to be focused around 3 key brand messages which were “Fit for life” “Full of fun” and “Natural Nutrition” and it aimed to provide help and advice that educates pet owners.Following our research and analysis we decided to focus our efforts on the following channels: Twitter, Facebook, Google+ and Youtube. Each social channel was to be branded in accordance with brand guidelines to give a similar look and feel to the website.

The campaign successfully supported the offline and TV campaigns which Butchers were running. We generated on average 1000 likes per week on Facebook. The content which was image driven and fun in nature received regular interaction with users across all social channels, helping to raise brand awareness and amplify the message.

We successfully managed to take company that had never used online marketing or social marketing the forefront inn their industry.

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