Engagement boost and brand loyalty building for leading online bookshop
Brief: When Speedyhen approached PRG for support with social media management, the online retailer had amassed a strong following thanks to its speedy delivery and vast range of titles. Social media channels were used to provide customer service and promote discount codes, but there was little time to build on brand loyalty and create exciting seasonal campaigns.
PRG’s digital marketing experts were able to help bring the personality of the Speedyhen brand to life through organic and paid for content delivered via Facebook, Twitter and Instagram. Fans of the brand loved not only the competitive prices and fast order turnaround times but also some of the niche titles stocked alongside bestsellers and chart books. Speedyhen also sells DVDs, music, gifts and eAudiobooks making it a one stop entertainment shop.
Solution: PRG worked on a range of Facebook and Instagram advertising campaigns, promoting Mother’s Day gifts, kids stocking fillers and specialist gaming titles. These ran alongside regular organic posts showcasing the latest releases as well as relatable memes and inspiring quotes.
During PRG’s time managing Speedyhen’s social media presence, Covid-19 hit and as with many other businesses, the retailer had to change operations to fit the changing climate. This extended to social media communications where the channels became crucial in updating customers on delivery times, warehouse safety procedures and shipping availability. PRG worked closely during this time with the Speedyhen customer service team, posting regular updates and keeping an eye on order enquiries via direct messaging.
To add some positivity and to thank customers for their brand loyalty, regular competitions were run via the Speedyhen social media channels. This included a voucher competition where customers were invited to submit their favourite photos of themselves and their families dressed as superheroes. When the BBC lockdown hit TV show Normal People aired, interest in Sally Rooney’s novel peaked. The book proved popular among Speedyhen’s customers when a competition to win a copy of said title and Sally Rooney’s Conversations with Friends book went live. The competition had over 100 entries with book lovers sharing their love for the story.
Results: Following the launch of the competitions andwider breadth of content on social, traffic to Speedyhen’s website during May 2020 was up from the same period last year. Speedyhen continues to provide customers with engaging and informative content. Targeted campaigns bring the most relevant product ranges to the news feeds of those who would love them most, driving relevant, quality traffic to the website. PRG continues to develop on Speedyhen’s relatable voice driving brand loyalty and injecting a fun personality.
To find out more about social media management or building brand loyalty online, please contact us today!