Using social media to engage and convert owners to new equine food supplement

Client:
Mars Foods

Project:
Social Media for Product Launch and Testing

Services:

✓ Creative
✓ Social
✓ Strategy
✓ Video

Mars, the global manufacturer of confectionery, snacks, drinks and pet food have developed a range of nutritional food supplement products to compliment its Spillers equine feed brand.

Called ‘Targeted Equine Nutrition” or T.E.N. it has been developed by the scientists at Spillers to address the issues of many products being of low quality or packed with ‘fillers’.

Challenge

Using a direct sales model by selling only online or at trade shows, there are numerous challenges in acquiring and engaging horse owners, to then convert them to another feed supplement.

Our Approach

We were asked to audit the digital and social channels to see how they could be enhanced.

We put forward solutions to enhance the display advertising to give better performance. We then devised and created a series of campaigns across their social channels – Facebook and Twitter – designed to create broader awareness and reach, as well as engage with their current customers on these channels. We ran some competitions all related to the T.E.N. brand values and had some big prizes to help generate noise. This was also promoted through 3^rd party media partnerships.

Outcome

With over 2600 entries in a week, we achieved a 46,000 organic reach across Facebook, 3233% increase in social traffic to the website and a heap of new prospects who now know about the T.E.N. supplements and had opted in to find out more.

The campaigns generated lots of conversation between existing customers, new customers and the T.E.N. brand. A follow up direct email with a special offer as a thank you for taking part resulted in a significantly increased sales conversion rate as well as a very high ‘pass on’ rate to their friends.

2600

Entries in a week

46,000

Over 46,000 organic reach

3,223%

Increased traffic from social
to the website

We helped T.E.N. to spread the word about their mission to raise standards within the equine supplement industry by creating a video at Badminton Horse Trials, to launch their ‘make a stand’ campaign.

Challenge

Our Approach

Outcome

We helped T.E.N. to spread the word about their mission to raise standards within the equine supplement industry by creating a video at Badminton Horse Trials, to launch their ‘make a stand’ campaign.

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