Parents in the UK and Australia have fallen in love with Boori Urbane, and various celebrities have also turned to the manufacturer for their special baby furniture. How to sum up Boori Urbane’s products in a sentence? Beautiful, natural baby furniture for the discerning parent who wants to give their baby a timelessly elegant baby cot, wardrobe or chest of drawers to last down the generations.
Boori Urbane sells many of its products online, and it turned to us because it wanted to create multiple platforms to direct traffic to its new website. As Boori Urbane sells so much of its stock online, it was crucial to boost its presence with the search engines, and to get its messaging across to consumers. Social media proved an effective way to do this.
- We wrote the Boori Urbane website with clear, search-engine optimised copy which conveyed its business messaging
- We set up a blog and wrote twice-weekly search-engine optimised blog posts offering advice or interesting baby facts to appeal to the target readership
- We set up a Facebook page and linked it to Twitter
- We set up a Twitter account, tweeting about the website and blog and interacting with followers
- We ran two Twitter competitions and one magazine (Baby London) competition to boost consumer interest and increase social media reach
Twitter followers increased by a factor of 7, following a targeted following campaign. Interactions and retweets quickly multiplied and the “Klout” score – a tool used to measure how interesting, trustworthy and interactive a Twitter account is – rose from 15 to 46. According to Klout, Boori is now performing to a similar standard as one of its chief competitors. Google analytics showed that a combination of organic searches and social media helped to boost web traffic.
Twelve months into the campaign, Boori received a Twitter mention from a high-profile Formula One presenter with over 645,000 followers. This single tweet generated 68 further mentions of Boori from his followers, bringing Boori a huge amount of publicity in a very short time.
Monthly blog views increased by 6111% from January to December 2012, as the blog rapidly gained internet presence and hundreds of internet users began to find it. 83 engaging blog posts drew in over 6,000 total views, a figure that is still rising.
The Baby London competition generated a 260% rise in average monthly direct web visits during the competition to the parent website www.boori.com.uk.
"Resonates' planned social media campaign has enriched our brand and enabled us to interact with our target market in a cost-effective way. Our blog has had thousands of views thanks to the keyword-rich content, and many people tell us they’ve seen our Twitter and Facebook pages. We recommend Resonates to any business seeking to expand their target market reach through social media – the team know exactly what they’re doing, do the job properly and always go the extra mile, even replying to international customer enquiries out of working hours." - Jane Daubney, Marketing Manager at Boori
If you’re new to Twitter – as a business or individual – the first thing you will notice is how many followers everyone else seems to have. But the key to a successful Twitter campaign lies in the quality of your followers; you could get hundreds of followers in a day but if they’re not relevant to or interested in your business then they’re not likely to retweet you or interact with you.
When we run a social media campaign on behalf of a business, we ensure that we only actively seek followers who are going to be interested in what that business has to offer, who will interact with them and consequently add value to the campaign. We helped our client Boori Urbane to multiply its followers and its online presence without resorting to mass-following tactics or compromising the quality of followers.