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Andis

Brief

Andis is one of the world’s leading providers of hair cutting products, including clippers, trimmers and animal grooming products. When the company wanted to launch in the UK, they asked OST to help them raise awareness and reach their target audience of barbers.

Our primary focus was on fostering trust and building engagement to ensure that UK barbers had Andis front-of-mind, every day. Our goal, primarily through Facebook marketing, was to build a highly engaged multi- channel community that would significantly increase brand awareness among UK barbers.

Project

Our strategy for Andis was to reach out to, raise awareness and build trust within the UK barber scene. To achieve this we focused on building an active community on Facebook, supported by influencer engagement on Twitter and Instagram.

Given our target market, we quickly realised that user-generated content (UGC) would need to be central to our content strategy. Within weeks of launching the UK social media channels, publishing useful tips and content specifically for barbers, we began to attract interest from some of the most connected barbers in the industry.

By building strong relationships with these individuals – which included attending the leading UK barbering events – we were able to source fresh, cutting-edge [excuse the pun] content on a daily basis and re-publish this on Andis’ channels.

In such a highly visual industry, we found that images and short video clips published on Instagram, in particular, delivered significant reach and engagement, to compliment our Facebook marketing.

Results

During the 12 months that OST set up and managed Andis UK’s social media channels:

  • We created a highly targeted community of over 15,000 fans and followers, mostly UK barbers, across Facebook, Twitter and Instagram.
  • Andis UK (on Facebook and Twitter) consistently outstripped their primary competitors in terms of engagement levels and growth rates throughout the year.
  • Andis’ UK social media channels, which we started from scratch, delivered higher % engagement and % growth levels than any other Andis social media channels.
  • Benchmarked against all of their competitors, the Andis UK Facebook Page was the best performing social media channel in their industry, globally.

OST delivered exactly the outcomes we needed. Their professional approach, expertise and detailed reporting enabled us to build a really strong digital brand in the UK.

Karen Formica - VP MarketingAndis Company

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