Case Study: Retail
HGS advances paint company with breakthrough digital expertise
Website traffic increased by 500 percent
At a glance
Services provided:
- Ecommerce and digital platform development and support, SEO, and reporting and analytics
- HGS built a profile of the client’s online consumers and developed a content strategy that would resonate with the target audience
- HGS formulated digital marketing strategies, including content, social media, ecommerce, mobile, and search marketing
The solution
HGS outlined a 360-degree digital transformation plan, led by content marketing and a profile to resonate with the target audience. This involved gaining a front-line perspective of customer needs, by conducting a consumer study. Based on the customer study, HGS built a profile of the client’s online consumers and developed a content strategy that would resonate with the target audience.
HGS developed the “7th sense of imagination” content strategy. This theme focused on equating colors to different human senses within a responsive website that established strong, end-to-end branding. In conjunction with the website, HGS launched a blog with content to grow the company’s online presence. Additionally, HGS had influential guest bloggers write exclusive content for the client and share it with their followers. This increased the variety of the content and grew the consumer base organically. Social media marketing was supported by event-based campaigns, including features that engaged customers allowing testing of paint colors in room photos, and gamification.
Brand presence
How we do it
Build a strong brand presence in the digital arena. HGS devised a 360-degree digital campaign for the paint company, and the team created and implemented “the 7th sense” in line with the client’s brand tagline to “paint your imagination.” As part of the comprehensive build of the client’s official website branding, HGS also created a blog, digital color magazine, social hub, monthly color horoscope, color tools, mobile app, and games. The website has recently been given a fresh and updated new look in line with the latest design trends.
Business result
HGS provided a significant increase in brand visibility for this client partner. In fact, HGS supported a website traffic improvement of 500 percent.
Brand affinity
How we do it
HGS correlated brand presence to revenue streams. HGS handled campaigns from design and development to campaign performance management. HGS formulated digital marketing strategies, including content, social media, ecommerce, mobile, and search marketing.
Business result
More than 50 percent of top keywords for the brand ranked in the top 10 results. And the company’s share of voice, as compared to competitors for
the year 2017-18, was an impressive 49 percent.
Social fan increase
How we do it
HGS established brand recall with customer retention. HGS carried out customer profiling, with campaign analysis, insights, reports, and competition tracking. HGS built a command center that runs multi-source data management, brand reputation management, customer service, and engagement opportunity mining. A lot of digital campaigns are planned to increase the fans and overall engagement.
Business result
Social fan following increased 15 fold, with an improvement to a number 2 digital presence ranking from its previous ranking of number 20. Additionally, the company’s Twitter followers increased by 23 percent. Total reach of digital campaigns is more than 10M.
Results
In only two years, results have been significant. HGS is this company’s agency of record, with a presence across all digital channels to drive further customer engagement and growth. The client doubled spend with HGS, based on the first two years of success. Overall results show conversion of contest winners, supply chain network members, and users into active brand advocates.
500%increase in website traffic
49%improvement on “share of voice”
keyword ranking
60%conversion rate
15 fold increase on social fan following
60-70%increase in audience engagement
