Crabtree & Evelyn is one of the UK’s biggest names in beauty and skincare, with exceptional products for sale across 26 stores nationwide and online. The brand also has a presence in some of the country’s biggest retailers such, as John Lewis and Marks & Spencer.
Crabtree & Evelyn wanted to increase sales of their classic Hand Therapy hand cream range, which had begun to plateau. The profile of their consumer was also gradually getting older. They set us the task of not only driving sales of the range, but also bringing in a younger demographic while retaining the brand’s strong sense of heritage.
The Handy Tips Handed Down campaign was a truly cross-platform, on & offline solution. It ran in stores through a variety of innovative POS and drove consumers online to a microsite and social media platform where people of all ages could share their health and beauty tips. We also put together a blogger outreach programme to recruit influential voices in the sector to encouragetheir followers to get involved, an initiative that resonated particularly well with the younger audience.
Engagement was also incentivised by the reward of unique discount vouchers to encourage trial of the range by new consumers.
112% increase in hand cream sales45% uplift in overall sales8% increase in store footfall30% increase in website traffic22% increase in Facebook followers584% increase in Facebook page reach1,562 #crabtreehandytips tweets during the campaign