You might remember our blog post at the beginning of November on the new Appliance Online brand roll out following the 4 month Brandschool immersion process with 10. A resounding success for both us and AO.com. The AO brand has gone from strength to strength for both us and indeed for Appliances Online who loved the new AO.com identity. Since then the new brand has gone from strength to strength – TV, radio, experiential marketing to name just a few routes to market but even without the use of these platforms to springboard the brand into the consumers psychy, their resounding success has fundamentally been down to their use of social media (combined with fantastic customer service, product range and price of course!).
As an online retailer of white goods where purchase patterns are less frequent it was important for AO to engage with consumers in a way that ensured that their brand was always front of mind when that white good purchase was needed. Using a combination of inspirational, engaging and requested content they were able to announce in May 2013 a 60% increase in branded search and consequently a 58% uplift in sales driven by brand terms – pretty impressive. Infact their Facebook followers are now at 1.3m with almost 28,000 people talking about them.
If we were to give any advice at the end of the year it would be that we must all embrace the positive power of social media – it must not be ignored by any brand. For brands with a less frequent purchasing cycle it will become even more important as a way of engaging and keeping brands front of mind for future consumer purchases.
If you want guidance on that inspirational and engaging content that can springboard your brand into the consumers psychy then make 2014 the year to talk to us.
Read more on how AO used Facebook to their advantage at