DATE
2024
Weetons
Building localised awareness and driving footfall conversions within premium retail through Organic Social Media and Email.
Results:
46% increase in weekly transactions
58.1% Yearly revenue increase
+6,111 local follower increase (YTD)
Social Media
Services
Social Media & Email
Category
Retail
Client
Weetons
Social Media strategies based on commercial thinking
Weetons opened their new venue in May 2024. Our challenge was to drive follower growth on Instagram and Facebook leading to an increase in weekly transactions and building brand loyalty.
The focus needed to be on communicating to local audiences that Weetons is the place to eat, drink and shop attracting new customers within a 45 minute drive time to the site. To do this, we needed to really focus on what makes Weetons unique, reinforcing their dedication to their "Exceptional everyday" values, finest quality products and a shopping experience like no other.
Attracting affluent customers with a premium aesthetic
To appeal to a discerning customer and a affluent demographic, our content had to look and feel premium, showcasing the brand in it's best possible light.
Collaborating with a stylist and visual merchandising team through TIM Group Holdings we aimed to curate aspirational content which fit with our target demographics lifestyle.
Tapping into customer emotion
Our video content was emotive, combining dreamy piano scores and trending sounds with close ups and sliding shots to consistently convey the brand's premium credentials.
Showcasing various areas of the venue in-depth showcasing the breadth of Weetons offering, our content was further amplified with targeted paid media advertising attracting shoppers from within a 20km radius of the store.
Within just 3 months, our videos had accumulated 321,571 views and our follower count had increased by over 2,500+
Maintaining front of mind availability with value led email
Introducing Social Media as an upper funnel awareness driving piece is essential for attracting new customers, but with a highly competitive local industry and a discerning customer, a focus needs to be on keeping them coming back.
Introduction of the 'Weetons Weekly'
Working with the Weetons team to understand commercial opportunities and trends, we curated a yearly marketing calendar broken down weekly, supporting our Social Media comms and wider site promotions.
Adopting the frequency allowed us to constantly remain relevant, constantly communicating what was new within the store and encouraging repeat visits.
Commercial led comms
Sending emails is one thing, but we needed to ensure they were frequently read and engaged with. As such, our emails were value led leaning on the wide scope of the Weetons offering but tied into key customer trends and commercial opportunity.
This included; guides to table decorations around Christmas, Recipe inspiration around Easter and gift guides around key gifting occasions such as Mothers Day and Valentines. All designed by our in-house design team to stay true to the Weetons brand.
Utilising loyalty schemes for data capture
With national ecommerce gifting transactions skewing data capture, we needed to ensure we were prioritising a local audience. As such, we adopted the Circle loyalty scheme, which captured the data of local customers in return of price based incentives.
Utilising this data ensured that we were consistently reaching a local audience and maximising our efforts in marketing to local customers with an appetite for making the "exceptional, everyday"
