Whittard approached Hub as an already established high street brand, best known for their sumptuous collection of high-end tea, coffee and gifts. With the aim of repositioning themselves in the market, they wanted to launch a series of films to show off their expansive range of teas and the exclusive experience offered at their brick and mortar stores.
Hub proposed a video strategy discovery programme including an insight phase of research and analytics, which highlighted the performance metrics of existing content, competitor analysis and a user journey review that would structure the video content strategy for the next 12 months.
From the discovery insight process, Hub identified the first phase of the video strategy should be focused on building out the brand’s help content. This led to the initial production phase of creating content which answered key questions and filled knowledge gaps of less well-known teas, asserting Whittard as an trusted source for tea expertise.
Social media platforms were a key consideration throughout the project, and content was formatted for multiple platforms. Based on our insight research, we found that engagement varied between the platforms, shorter content with key points highlighted, subtitled versions for silent auto-play and different aspect ratios all contributed to increased performance for each platform. Each of the four films had versions filmed wide-screen for Facebook and YouTube, as square for Instagram feeds and vertical for Instagram stories.
The launch outperformed initial expectations, reaching the same audience in 5 days that their previously most successful video took 11 months to achieve, at a cost of less than 1p per view. With an engagement rate of 84%, this exceeded the performance of comparable Help content that Whittard and their competitors had produced previously.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”