Client: Lowe Alpine
Services: strategy, analytics, reporting, paid advertising

The Brief

Lowe Alpine, one of the UK’s leading backpack specialists, approached us to review its social media and develop a new strategy that the company’s marketing team could use for the rest of the spring/summer 2019 season and beyond. A key part of the strategy was to propose clear key performance indicators (KPIs) that would allow the Lowe Alpine team to recognise what success looks like.

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Our response

First, we needed to understand the social landscape that Lowe Alpine operate in. We explored the company’s current content, looked at what competitors were doing and the activity of wholesalers they supply. This was an intensive period of work and we leveraged data from our third-party social analytics tool, native analytics within Facebook, Instagram and Twitter, as well as some good old fashioned desk research. 

The team at Lowe Alpine also wanted to understand the current social environment and best practices. We helped the team think about possible future developments that they might be able to use in their marketing plans. 

At the end of the process, we produced a 72-slide review that featured detailed analysis and reporting, and included: 

  • an overview of the current social media landscape

  • developments on social media platforms

  • the results of our Lowe Alpine content review

  • a competitor review and comparison

  • a wholesaler review 

  • our recommendations for the future.

From the review, we them made data and insight-led recommendations that the Lowe Alpine team could put into its new strategy, including:

  • a top-line strategy and hook to bring content together going forwards

  • content suggestions, such as working with influencers and partners based on the wholesaler review

  • paid media, specifically audiences that could be built and targeted with paid ads

  • a set of clear KPIs

  • building a Google Data studio for ongoing performance reviewing and recording. 

The Content OD team delivered to our brief and on time. We have a framework to use within the team for the coming months to really step up our social media activity. Content OD were easy to work with and understood our requirements.
— Giles Polito, Commercial Director , Equip Outdoor Technologies UK Ltd