Hop continually reviewed and iterated its strategy across all of its mini-campaigns to ensure that we continued momentum and achieved success. Here is how we achieved and continue to achieve all of our objectives.
Boosting brand awareness:
Our objective to boost brand awareness was a multifaceted endeavour that required a strategic approach encompassing various channels and tactics.
Team Hop leveraged digital platforms such as social media, search engine optimisation (SEO) led content and a 24/7 press office function to help reach a wider audience and increase visibility. We also engaged in influencer partnerships in a paid and gifted manner, built partnerships with sports organisations and charities, and participated in community initiatives to raise brand awareness by connecting with target demographics on a more personal level.
By following our brand bible, we ensured consistency in messaging, visuals, and brand identity across all touchpoints, reinforcing brand recognition and recall. Additionally, we continued to create memorable and shareable content through storytelling, user-generated content campaigns, or interactive experiences to help spark conversations and amplify brand reach.
By combining these efforts with analytics and measurement tools to track progress and optimise our strategies, we effectively elevated brand awareness and established a more substantial presence in the market.
Driving engagement | Building audience relationships | Fostering a sense of community:
To ensure we persistently drove engagement, we implemented strategies to captivate and involve the audience, fostering meaningful interactions and connections with the brand.
Across all areas of the campaigns, we created compelling and relevant content that resonated with the target audience's interests, needs, and values. We also spent time actively engaging with followers by responding to comments, initiating discussions, and soliciting feedback, demonstrating a commitment to building relationships and listening to the community. We agreed early on that SCI-MX wanted a very personal approach, with first names being used in all communications to ensure that the audience felt part of something, part of the SCI-MX family.
We also adopted a competitive approach, introducing monthly competitions to win prizes as well as free products, experiences, and exclusive event attendance, further incentivising engagement and encouraging participation.
By continuously monitoring metrics and analysing insights, we refined our engagement strategies, adapted to audience preferences, and cultivated a loyal and involved community around their brand.
Showcasing SCI-MX as a trusted brand with a purpose:
SCI-MX has positioned itself as a trusted brand with a clear purpose by prioritising transparency, quality, and community impact. In every idea and tactic we undertook, we ensured the brand’s voice was one of personality but also warmth, expertise, and trust.
In month one, we began harnessing customer and journalistic reviews using a dynamic approach to cultivate trust in the brand. Customer reviews offered authentic insights into the first-hand experiences of individuals, serving as valuable social proof that resonated with potential buyers. We made sure we showcased positive customer feedback and demonstrated the brand’s transparency and reliability, reassuring consumers of the quality and satisfaction associated with its products.
Meanwhile, journalist reviews provided an additional layer of credibility. Featuring endorsements from reputable journalists and industry experts reinforced the brand's credibility and amplified its visibility and authority within the market. By strategically leveraging both customer and journalist reviews, we effectively build trust amongst its audience, fostering long-term loyalty and advocacy for its offerings.
Moreover, the brand actively engaged with its community through educational content, fitness events, and partnerships with experts in the health and wellness industry, demonstrating a genuine commitment to empowering individuals on their fitness journeys.
Beyond delivering premium products, SCI-MX is dedicated to making a positive difference in the world by supporting initiatives that promote health, sustainability, and social responsibility. By consistently embodying these values and principles, SCI-MX has established itself as more than just a provider of nutritional supplements but as a trusted ally and advocate for individuals striving to live healthier, more fulfilling lives.
Kickstarting digital presence:
We were on a mission to revive SCI-MX’s dormant digital presence, and it required strategic planning and an innovative approach. By conducting thorough market research and understanding current consumer trends, we identified opportunities to reconnect with our target audience. Leveraging social media platforms, content marketing, and search engine optimisation (SEO), we crafted a compelling narrative and visually engaging content that resonated with our audience. Through consistent and authentic communication, we reinvigorated interest in the brand, sparking conversations and driving engagement. By staying agile and adapting to evolving digital landscapes, we successfully kick-started our digital presence, breathing new life into our brand and establishing a solid foundation for future growth.
Driving consumers to the D2C website:
Firstly, we kept a close eye on sales data before, during, and after each campaign and analysed it to ascertain if there was an increase in sales or revenue. SCI-MX saw a demonstrable increase in sales of certain highlighted products, such as X-PLODE, across key campaign periods in both retail and e-comm. It also saw buyers within the retail environment contact the brand to get their hands on the product.
Secondly, monitoring website analytics continued to show the campaign’s success by driving more traffic to the company's website and landing pages, indicating its impact on online visibility and engagement. We also witnessed key peaks in traffic when specific activations went live – such as the October launch event.
Launching new products:
In our time together so far, we have supported the brand with not one but three product launches –all bringing clear results. Effective communication, networking, and influence were the cornerstones of our ongoing success in these product launches. We engaged stakeholders through clear channels and aligned goals. Collaborating with industry influencers and media amplified our message, resulting in positive coverage and reviews. Securing buy-in from retail decision-makers showcased our ability to influence, leveraging insights from the new product development team. These efforts built transparent, reliable relationships, fostering trust among all parties. The launch campaigns exceeded expectations, garnering trade coverage and influencers proactively promoting our product. This success solidified our reputation as a trusted agency.
Growing product knowledge:
We enhanced consumer and trade product knowledge by leveraging the expertise of SCI-MX in-house NPD and nutrition professionals in our strategic approach. By tapping into the insights and knowledge of these experts, we effectively educated both consumers and trade partners about SCI-MX’s products. Our continued collaboration with these in-house specialists saw us create informative content, arrange event attendance, and craft advice pieces. Through ongoing press office activities, we actively saw the media reach out to the brand for their insight. This approach saw us provide authoritative and credible information, which built trust with consumers and strengthened our relationships with trade partners. It also fostered a deeper understanding of products, their benefits, and their applications, ultimately driving increased confidence and satisfaction among consumers and our identified trade stakeholders.
Telling down-to-earth stories with a mix of content, authentic aesthetic, and holistic approach to health / mental health:
We embraced a down-to-earth storytelling approach, weaving together a diverse range of content that reflected the brand’s authentic aesthetic and holistic perspective on health and mental well-being. Through relatable narratives and genuine experiences, we connected with SCI-MX’s audience on a personal level, fostering trust and understanding. Our content not only educated and inspired but also empowered individuals to prioritise their overall well-being, recognising the interconnectedness of physical and mental health.
Seven months into our campaign, we have achieved key media coverage in UK national titles, including Men’s Health, OK Magazine, Mail Online, The Telegraph, The Sun, The Daily Star, The Standard, Heatworld, Women’s Health, Runners World, Expert Reviews, and Food & Drink Technology.