CASE STUDY I HIPP
performance marketing
ENGAGING HIPP SOCIAL STRATEGY
overview
HiPP Organic was founded in 1956 when Georg Hipp
converted the family farm into one of the first organic
farms in Europe. He wanted to create the very best
food for babies, made carefully from only the finest,
organic ingredients.
HiPP needed a social campaign to reflect their strong
brand values and engage with their loyal customers. After
a quick turnaround and instant improvements, the HiPP
social campaign is constantly growing and developing with
equimedia support.
the challenge
The HiPP Social Media presence presented
equimedia with many challenges:
• To plan and implement a strategic Social
Media plan, in particular, to increase both
Likes & engagement.
• To tie up monthly reporting with other media
to give full line of sight.
• To improve underperforming Social Media profiles.
The basic social media presence was low in terms
of Facebook engagement, with very few ‘likes’ or
customer comments, alongside an inactive Twitter
account. In addition, HiPP didn’t have a content
strategy or framework for social CRM. equimedia
approached the challenge with the insight needed
to establish a social network hub for the brand.
equimedia launched a plan to migrate
conversation to managed channels in order to
engage the target audience and stimulate brand
engagement and advocacy. The long term goal
was to give HiPP the skills and insights to run
their own channels in the future.
the solution
Creating a clear branded presence and social
media communication strategy…
Monthly social media monitoring and reporting
ensured progress made in customer engagement
through all social platforms could be measured
over time, and customer sentiment was
established for HiPP and its key competitors.
It was crucial to identify the role of each social
media platform for the brand, and its customers,
and create a full content strategy and social
CRM framework for each social environment.
The HiPP branding was improved on key
social networks and guidelines established
for brand profile management and customer
service. The messaging style was updated and
guidance given to HiPP on how to approach
both reactive and proactive engagement with
customers in all social spaces. All of these best
practice guidelines were underpinned by the
implementation of new content and customer
engagement ideas.
Accelerate the growth of your business - call equimedia on 01793 715440 · www.equimedia.co.uk
CASE STUDY I HIPP
Infrastructure…
The solutions provided have helped HiPP create
a much more cohesive social media strategy.
The monthly monitoring allows both brand and
competitor activity to be monitored in all social
networks. The presence of a ‘like’ landing page
attracts new followers to the page and cross digital
channel design standards means that the look and
feel is consistent in all social platforms and across
all media channels. equimedia provided a content
calendar for HiPP to execute featuring content
subjects and engagement techniques over time and
defining communication style for all social spaces.
The activity was integrated with other marketing
efforts where ever possible.
performance marketing
efficiently is essential to foster positive brand
sentiment.
The regular ‘Face of HiPP’ competition engaged the
core target audience to get involved and provided
rich user generated content. The monthly Expert’s
Clinics featuring the HiPP midwife, nutritionist
and health visitor to answer customer questions
attracted repeat visitors and demonstrated the HiPP
brand’s sector knowledge, fostering trust and further
engagement from key consumers. Finally, video on
YouTube was used to encourage customers to submit
their own content, and this was shared across all
social platforms, encouraging customers to join in
with the HiPP conversations.
Campaign…
The equimedia management of the campaign
provided a full solution for HiPP. For social CRM,
tackling comments and queries quickly and
the results
• 281% Increase in likes since January 2011
Likes increased from 1,692 to 5,407
• Post interactions up 213% since January
• Twitter followers have increased by 659
since January
Oh, and one other thing…
equimedia was able to equip HiPP with the
platforms, processes and impactful ideas
needed to succeed in Social Media.
client quote
“Although we had been present in
social spaces for a few months before
starting work with equimedia, we were
struggling to create a real community in
the emerging media. equimedia helped
us develop a new tone of voice and way
of behaving in all social spaces, but
particularly on Facebook and on our forum
that has delivered great results. The team
have worked with us well and developed
a real understanding of our audience of
mums and mums-to-be and come up with
some great ideas.”
Stephanie Tollman, Product Manager
Online & Baby Club (HiPP Organic)
To ensure your digital marketing is
ahead of your competitors
call equimedia on 01793 715440
www.equimedia.co.uk