Whittard of Chelsea have been supplying the people of Chelsea and further afield with tea, coffee and hot chocolate since 1886. More recently the company have redeveloped their product range and relaunched their website with an online store.

The challenge: Drive monetisation on Whittard’s social channels

Hijack social conversation around cultural moments to convert more of Whittard’s social media traffic into online shoppers.

I applied data insight around Whittard’s key audiences to create a content strategy and devise a calendar of content which was of genuine interest to their audiences. Measuring behavioural insights and using social listening to identify key trending topics for audience conversation, I developed a content strategy tapping into seasonal events, weather, news and trends, propelling Whittard to front of mind, maximising share of voice and driving social media discussion.

I briefed and managed Seven C3’s food experts, photography studio and copywriters. To create a blog post and supporting social posts and used smart paid targeting. The platforms utilised were Facebook, Twitter, Instagram and Pinterest. All pushing to the Whittard website to drive users into the sales funnel.

By tracking the unpredictable weather throughout the country, I used paid distribution to target audiences in different regions, serving them with hyper relevant posts, whether rain or shine.

Relevant content was pushed to the key audiences, driving them either online to buy or in-store, depending on their behavioural habits.
The campaign kick-started with a six-day launch and an explosion of 12 weird and wonderful flavours across Whittard’s social channels, using beautiful GIFs, recipe pairings and serving suggestions.

The results

119% increase on unique purchases of mini caddies
70% increase on purchases through the website
442,000 customers reached through social media

In short

Creative direction, Project management, Social media, Brand positioning, Content strategy, Measurement and analytics, Video, Social Media, Strategy