Harvey and Hugo

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William Smith


William Smith is the country’s oldest sign-maker and is widely considered to be the UK’s leading trade supplier to the sign and graphics industry.

In September 2016, the Barnard Castle-based company enlisted the services of Harvey & Hugo to help spread the exciting news about the launch of a new brand which represents the company’s manufacturing arm of the business – SMITH.

Aim

To raise awareness of the SMITH brand to William Smith’s current and future customers within the UK’s sign industry. This had to include highlighting SMITH as a trade-only brand and avoiding confusion that it was a separate company to William Smith.

Target Market

UK sign and graphics industry.

Campaign

The overall campaign consisted of generating a press release, an in-mail campaign and a social media plan to announce and promote the launch of SMITH.

With the launch date of September 5th in mind, H&H wrote the press release to be distributed to specific sign and graphics publications, prior to this date, with an embargo until the day of the launch.

An in-mail campaign was also created in advance of the launch, to be sent out to William Smith’s LinkedIn contacts.

In addition to the above, using our agreed social media plan, we produced posts to be published on Twitter, LinkedIn and Facebook to announce the launch. This included teasers of the exciting news, such as part of the SMITH logo, and announcing the date and time of the Facebook Live video.

For the Live Video, we interviewed William Smith’s account manager, Ian Spence, who announced the launch of SMITH and talked about what it meant for the company. This included a discussion of what customers could expect from the brand.

We found announcing the news via Facebook Live Video made the launch more exciting, as it was also the first ever Facebook Live Video produced by the company.

Results

We managed to achieve some fantastic results organically (no added payment) during the campaign on Twitter, LinkedIn and Facebook as demonstrated below:

Social media platform

 

 
Twitter
Followers   1675
New followers this month   26
Interactions/engagement   342
 

LinkedIn

Followers   392
New followers this month   7
Interactions/engagement   138
 

Facebook

Page likes   1273
New page likes this month   26
Interaction/engagement  1596

 

As well as the success represented by these statistics, the Live Video post received 127 views during broadcast and reached 209 Facebook users.

In addition to the fantastic social media results our campaign generated, we also received great coverage in the following sign and graphics publications:

Feedback

“Harvey and Hugo have proven themselves to be a very efficient and pro-active PR agency. They have been a pleasure to work with, offering a modern perspective of PR, whilst also understanding and anticipating the direction of how communication platforms are used.  The fact that we are still working with them now shows just how impressed we were when working on the Smith project together.” – Kyle Giles, Marketing Executive, William Smith