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Have you ever thought about why brands chase you on your social networks?
Hawkers is a Spanish brand of sunglasses founded by two young brothers from Alicante, had a large capital increase in less than three years that represents one of the best examples of growth and commercial success achieved through Big Data. Their success could be due to the complete and congruent use of digital environments and their measurement tools, adapting traditional marketing, communication and public relations knowledge to them, this has allowed them to generate very efficient communication and sales strategies.
In this post we are not only going to talk about a case of relevant technological implementation but also, we will investigate the keys to the success of the Hawkers brand. A Spanish company dedicated to the online marketing of sunglasses and a clear example of young startups. Starting from a very small investment, it will quickly achieve a high level of capitalisation and sales, building an internationally recognised brand. Hawkers has fostered an innovative management of the communication strategy on social networks, adjusting conventional marketing knowledge to online environments, reinterpreting it in an original and effective way. It has also adopted a very clever commercial strategy, turning its audience into brand ambassadors with the aim of popularising its content and building collaborative relationships with important companies and celebrities.The company understood that its growth should be based on expanding the brand through social media as the main channel for the distribution of its products and messages. This would provide them with a number of advantages such as cost reduction, global reach, measurement of results, personalisation of messages, impact on the target audience. It is therefore obvious that the company has decided to use social networks such as Facebook, Twitter, Instagram.
- Facebook strategy: Hawkers decided to invest in Facebook through a trial and error strategy, which enabled it to monitor all the metrics and generate conversations with the aim of spreading its message. The company saw in Facebook Ads (advertising tool of this social network) an extraordinary potential to spread and measure its messages. This tool allows users to be segmented, obtaining conversions with great precision and at a very low cost. Hawkers' Facebook Ads strategy is based on the massive use of retargeting: impacting users who have already interacted with the brand before. When a user accesses their website, ads with increasingly suggestive messages will automatically appear in that user's Facebook account. The first ads remember the product visited, but later the user is offered a discount through the insertion of codes in the purchase process. If the user still does not decide to make a purchase, further discounts are offered. Finally, if the user still wants to buy, a very advantageous offer is made.
Image 1: Evolution of a Hawkers Facebook retargeting campaign.
- Twitter strategy: This social network has been used by the company as a loudspeaker for its messages and promotions, encouraging its followers to share the tweets or use the hashtags that Hawkers created with incentives in the form of gifts (snowball effect), this allowed the brand to increase its notoriety and loyal followers, defenders of the brand. Hawkers used this social network as a sales medium by means of a sophisticated artificial intelligence system that is capable of interacting with the customer in real time, guiding them throughout the purchasing process.
Image 2: hawkers' top five twitter posts
- Instagram strategy: the most effective tool to increase sales. The Spanish eyewear company has found Instagram to be the ideal place to create its own showroom or digital showcase to promote new creations. Hawkers uses comments and likes as indicators of preferences and tastes shown towards new design lines. In addition to using English in order to internationalise the brand, it is the followers themselves who attract future buyers with their comments. The Alicante-based company invites its followers to tag two friends or alert them through a mention in the image itself, this simple strategy allows it to increase its database of potential buyers.
Image 3: Examples of posts on Instagram
The use of these social networks has been very satisfactory in terms of performance and efficiency, as demonstrated by the high levels of loyalty and the high number of conversations sparked in the digital environments.
Since its inception Hawkers has been committed to the use of Big Data. Due to its low budget and its exclusive presence in digital environments, the company's managers opted to carry out research by monitoring the behaviour of users who interacted with its different digital environments with the aim of using this information in decision-making to improve its different communication, PR and marketing strategies.
The strategies were based from the beginning on the application of the knowledge of Growth Hacking (discipline based on the exhaustive knowledge of the target audience through the constant application of research based on the scientific method). Therefore, people with a high level of knowledge in programming and marketing carry out continuous experiments in different digital environments with the aim of reaching a series of conclusions that allow them to develop exponential and innovative growth strategies. This type of constant analysis made it easier for Hawkers to detect which users generated the most interaction. Many of them were sent free product samples in exchange for uploading a photo or video to their social media profiles with the product, it also helped the brand to know how their publications should be to generate more interest or what web design their audience preferred.
The Mention Mapp shows how to use and manage data to achieve the best performance for a brand. This screenshot shows a still image of the social network Twitter. From the analysed hashtag "HawkersCo", the main users interacting with the brand can be visualised in branches, also showing the number of interactions made and how these users serve as intermediaries between Hawkers and potential new customers. |
The company, in collaboration with the Google team, opted to carry out the A/B test. It consists of alternating a single variable from a set of data for each message, keeping the others constant. Through the use of online tools, two options are shown, randomly or not, to web users or followers on social networks. In this way, the variables introduced are analysed and, depending on the results, the strategy to be followed is determined. Through these tests, different hypotheses are confirmed or not, in this insistent search to optimise the performance of the brand, following this process: Use of accumulated data => Formulation of hypotheses => Performance of an A/B test => Evaluation of the results => Choice of the strategy to follow.
To sum up Hawkers has been committed from the outset to developing its business model by applying constant scientific experimentation to its marketing and communication resources, which involves the correct management of the big data that is generated around the organisation. A correct selection and interpretation of the data collected provides greater certainty in the process of strategic planning and decision making.
REFERENCES:
· Josep Deulofeu (SD) Caso de éxito Hawkers: análisis de visibilidad online
Recovery of https://www.josepdeulofeu.com/seo/caso-practico-seo-para-ecommerce-hawkers/
· Judit Bernadez Vilar (2015-2016) El éxito de Hawkers a través del marketing digital
Recovery of https://iddigitalschool.com/exito-hawkers/
· Laia Ordoñez (28/04/2017) Caso de éxito de eCommerce: la historia de Hawkers
Recovery of https://www.oleoshop.com/blog/historia-de-hawkers
· López Navarrete, Alberto Jesús, López – Cepeda, Ismael, Álvarez Ruiz, Antón (12- 2019) Estudio del caso Hawkers: un modelo de aprovechamiento estratégico de los recursos que ofrecen los entornos digitales
Recovery of https://m.riunet.upv.es/handle/10251/160691
Comentarios
That is why it is as it is said in the post an excellent model of success in digital marketing, they have been able to take advantage of the information of their users and followers thanks to the big data offering them interesting information for them in their social networks. But above all creating community and union between all of them, and especially with the Hawkers brand itself.
Regarding to the trial-and-error in the Facebook strategy I am not completely pleased. It is well known that we can learn so much if we make a mistake. Nevertheless, we, also, can study the success actions. I guess that if a company invest (both time and money) in big data tools is in order to be more efficiently. In fact, from my point of view the marketing (and manage) decisions based in the intuition (or in the trial-and-error system) are something from the companies little modern and, furthermore, they don’t use the data to take decisions. I believe that it is not the Hawkers case.
It is a brand that is completely digitized and updates their content according to the new changes in the digital world.
They are currently on TikTok, but just organically. In this platform, that since the pandemic has become so relevant, they have developed a community management strategy through several influencers known among the target of Hawkers. This people are responsible of carrying the account of the brand apart from managing their personal one.
It seems to me very interesting to emphasize that for the expansion of the brand has been fundamental the use of two great influencers in this country as is the celebrity Paula Echevarria and the motorcyclist Jorge Lorenzo. I think that these two public figures have helped a lot to the expansion of the brand.