Returning pride & brand appeal
Background
Ben took on a strategic role for HILDON, a distinguished mineral water company established in 1989, to elevate its brand, customer focus and market position.
Hildon had found itself struggling to compete with bigger international brands on the world stage and had lost the essence of its original quintessential English appeal.
Overall Impact
Volume sales grew by 28% with a 10% increase in margin. On the home shopping channel sales grew by 25% with a 10% increase in average order value. Social media channels grew by 135% and brand coverage grew by 38%.
The re-launch of the social media strategy gained a Root Metrics award for 2nd most influential drinks brand & our heightened perception directly led to a £10 million Hilton Hotel contract.
What was done:
Brand Repositioning and Market Perception
Ben focused on enhancing Hildon’s reputation to position it as a premium product in the mineral water market. This strategic shift aimed to elevate the brand’s status, allowing it to be perceived as a luxurious and exclusive choice for consumers emphasising its core values around the environment, its charitable work and history.
He emphasized the company’s English brand identity, leveraging it as a unique strength to differentiate HILDON from competitors. He also applied for & attained the Royal Warrant which significantly enhanced international appeal.
Better technology & customer focus
With investment in the brand driving new orders it helped enable new production technology, to help gain better economies of scale, and meet wider demand – including from the newly relaunched online store.
Working with Kantar he used shopper insights to justify further product development which then supported new listings with premium stockists such as Fortnum & Mason & Harrods.
A change in culture
Alongside sweeping changes to the brand and production, he oversaw a complete repositioning of how they communicated, making them more accessible to a wider audience. This not only re-engaged internal staff, but it significantly increased social media activity and engagement. Furthermore, the increased feedback from customers helped them plan better and trial new products with greater success.
Conclusion
Hildon re-established itself as a provenant brand underlined by major new contracts, premium retail listings and higher margins. In its transformation, it also became more customer-centric and built up major new audiences, who became international brand advocates.