The Client

Iconic brand Häagen-Dazs has been delighting ice cream fans since it opened its first location in 1976. It now delivers extraordinary moments to its customers in over 900 shops worldwide with unique recipes, exclusive pastry creations, and a wide variety of ice cream flavours. Its shops, perhaps better described as 'temples of indulgence', have been the cornerstone of its legendary brand experience

The Challenge

Nu Pro approached Dotsquares when they were only selling one product having just launched a month prior with no website as of yet. With no branding strategy or advertising plan in place, Nu Pro were looking to take on both Organic and Paid Social Media Marketing with the addition of Influencer Marketing. All social media accounts at the time had belonged to a previous company of the CEO and needed a complete overhaul to legitimise the brand and present a strong image for the official launch of what was then Nu Hair Pro Styler.

The Solution

Our aim was first to create a clear, concise branding strategy to establish Nu Pro amongst some of the larger brands in the industry. The initial focus was predominately on Organic Social Media Marketing, designing quality creatives, cementing a strong tone of voice for the brand, engaging captions, dedicated engagement processes, all with the goal to grow their Instagram following and grow sales month on month, whilst maintaining the quality of followers and potential customers.

Further down the line, we introduced Influencer Marketing to further build the reputation of the brand. We put together a strategy to identify key influencers who not only created high-quality content to be shared across their feed but also had an audience who was likely to act on promotions for Nu Pro products.

Once all Organic and Influencer efforts were well underway and plenty of quality content to utilise in July 2021, we could move onto the third phase of the brand's social growth: Facebook Ads. With over 6 months of organic progress, we assessed the current data we had for campaign targeting and made a plan to begin with Video Views, Traffic and Conversion campaigns

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The Results

Our marketing efforts for Nu Pro begun with the official launch in November 2020. The first 6 months were dedicated to getting the brand off the ground and getting the name out there, whilst pushing sales predominantly through organic engagement and highly specific influencer marketing.

By identifying a key group of people to form an engaged audience and connecting with them and associated accounts, alongside selecting a handful of medium-sized influencers to share a variety of content including Reels, Stories and Grid Posts, we saw an increase of over 10,000 followers and a total sales value of £143,000.

Our engagement strategy was formed of 4 key processes: Follow/Unfollow, Interest Targeting, Competitor Targeting and Geotargeting. Creating an aesthetically pleasing yet informative and engaging grid was also a large factor when it came to growing Nu Pro's organic following. Using a combination of real customer/influencer images as well as on-brand graphics, quotes and inspiration posts, the Instagram feed started to take form and built brand trust amongst potential buyers and collaborations alike.