Client
T.H. Baker Group
T.H. Baker is an independent family jeweller established in 1888. Today, the group has 22 stores nationwide and operates 3 online eCommerce stores.
At the start of the project there was no unifying brand visual or message. Websites were not mobile friendly and there was no core strategy in place for the brand or its marketing. In addition, their social media presence, customer data collection and active email marketing was minimal. The latest generation of the family business wanted to change this.
Services Delivered
- Marketing & Brand Strategy
- Localised Marketing
- Social Media Advertising
- Social Media Comms Management
- In-store Brand Experiences
- Content Creation
- Web Design
- Email Marketing
The Brief
Develop and roll out a new, consistent brand visual and messaging. Create and execute a new brand and marketing strategy. Mirror new brand visual throughout the in-store experience — creating a framework for all new store designs to follow. Identify and communicate to local audiences using engaging content across digital platforms and support with in-store events and PR.
Modernise the groups eCommerce websites and improve the mobile experience. Help the company become the market leader in online watch and jewellery sales.
Make use of social media to better engage and remarket to audiences. Grow social media audience, engage them through content strategies and monetise the platform — funnelling audiences to the websites to make purchases.
Grow the customer database and convert first-time buyers into and repeat purchasers through email marketing.
The Results
300%
Increase in turnover during relationship
215,000
Follower increase across Facebook & Instagram
320,000
Growth of customer email database
New Brands
Tudor, Chopard, Links Of London and Gucci joined T.H. Baker as a result of our work
950% ROI
From email marketing activity during peak seasons
4%
Cost of sale from social media channels
How We Did It
Each brand within the group was audited and rebranded. All customer communications, advertising and creative was centralised to ensure consistency of messaging. Guidelines were created for each brand. A marketing strategy was devised and executed by the team – targeting the key opportunities for growth we identified.
Seasonal campaigns were introduced across all touch points. Visual merchandising, digital and outdoor communications mirrored this and were supported by themed in-store events — driving customer engagement and footfall.
New websites were designed, increasing sales from mobile devices. We introduced seasonal campaigns and content across all digital platforms. We managed video and photo shoots to enhance ‘own-brand’ campaigns, giving the client an increased depth of creative for online and offline campaigns. Before The Watch Hut was sold we were part of the team that conceptualised and produced the watch store’s TV campaign.
Growth of audiences and databases was achieved through social media advertising, increased organic communications and customer engagement. Email campaigns were delivered via a new platform, creating a new revenue stream for the business.
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