Case Study: Ark Wildlife – Leveraging Social Media for Business Success

Company Overview

Ark Wildlife was founded in September 2001 by Sean McMenemy. The company specialises in supplying natural bird food, wildlife food, feeders, habitats, and other garden wildlife products throughout the UK. Sean started the business, driven by his passion for wildlife and sustainable practices​. Their wildlife food products are carefully crafted and nutritionally balanced to ensure the wildlife in our gardens are given the best opportunity to thrive for generations to come. The business has achieved significant success; however, it encountered some challenges in 2022.

Since 2001, the company has relied on traditional marketing channels and a simple e-commerce website for sales. With the rise of social media, Ark Wildlife decided to explore what social media platforms could do to increase brand visibility and drive sales.

The Challenge

In 2022 Ark Wildlife faced several challenges:

1. Slow sales growth (vs previous years): Competition in physical retail spaces such as garden centres was increasing and start-up wildlife suppliers were popping up online. Competition was high, and online sales were slower expected.

1. High marketing costs: Cost of traditional advertising methods, including print and pay-per-click ads, was increasing.

1. Low online engagement: The company's social media presence was minimal, with its social media channels generating negligible traffic and sales.

The Strategy

In late 2022, Ark Wildlife employed a social media specialist to overhaul its social media marketing approach to grow its online presence and sales outside of search advertising. Tanya at Cyclone Marketing UK was appointed social media marketing consultant and implemented a three-tiered approach:

1. Paid social media strategy: Implementation of a paid social media marketing strategy to enhance online presence and achieve specific marketing goals to grow their brand awareness amongst a specific, interested-related target audience and to increase sales.

1. Content creation and storytelling:

1. Visual content strategy: Ark encouraged their customers to share their own content using branded hashtags. This helped to build a community and provided authentic content for the brand to repost. Some of the content submitted was amazing quality - eye-catching and provided great content across organic posts and paid ads.

1. Storytelling: They crafted compelling narratives about their expertise in wildlife, the outdoors, sustainable sourcing, the artisans behind their products, and the benefits of their monthly tactical offers.

1. Building trust, loyalty and advocacy through engagement:

They actively engaged with followers by responding to comments, sharing user-generated content, and running contests rewarding customers.

They created an internal pact that every comment deserves a response within an agreed response time.

The Results

The approach yielded impressive results over the next 10 months:

1. Cost-effective marketing:

2. The cost per impression on social media was significantly lower than traditional advertising channels.

3. Sales from social media grew by 88%, indicating highly effective targeting and engagement.

4. The average cost per sale from social media was reduced by 65% 

5. Social media grew from the smallest sales channel to the largest (vs equivalent budget on other marketing channels).

1. Growth in follower base and engagement: Post engagement rates surged, with likes, comments, and shares increasing tenfold.

1. Brand Loyalty and Customer Retention:

2. The interactive and engaging content led to increased customer loyalty and repeat purchases.

3. User-generated content and positive reviews fostered a strong brand community.

Conclusion

Ark Wildlife’s strategic investment in social media marketing transformed it from an underperforming channel into its most effective and economical sales driver. By focusing on quality content, fostering a vibrant online community, and implementing a paid social media strategy, the company increased sales, enhanced brand loyalty, and reduced marketing costs. This case study highlights the potential for social media to revolutionise marketing strategies in the world of business.

Contact Cyclone Marketing for more guidance on leveraging your social media strategy for business growth.  

Case study written by Tanya Whymark

tanya.whymark@cyclonemarketing.co.uk