“We've been working with the Spitfire team since 2017 and the Coronavirus pandemic has served to highlight why we value that relationship so highly. They are a responsive, creative team who were able to quickly and effectively adapt our strategy to meet the rapidly changing needs of our prospects, leads, customers and business.”
Nathalie Leblond, Category Manager at Initial
About Rentokil Initial
Rentokil Initial is one of the largest business services companies in the world, with over 2 million customers and over 39,000 employees across more than 70 countries.
Initial Hygiene, part of Rentokil Initial, are global leaders in commercial hygiene solutions. With over 50 years of experience, they help customers across a range of business sectors to create healthier and more productive environments.
Challenge
When Covid-19 reached South Africa in March 2020, Initial Hygiene found themselves in the unique position of offering a vital service to businesses and individuals across the country. With this in mind, Initial didn’t just want to be a hygiene supplier, but a partner in helping businesses fight against COVID-19 and keeping their staff safe, with a key focus of doing good first - protecting people and enhancing lives.
Spitfire’s challenge was to position Initial Hygiene as the go-to provider and resource for all things hygiene-related. Faced with national lockdowns, our efforts were primarily focused online, which was more competitive than usual as businesses fought for valuable space and attention from relevant audiences.
Solution
The strategy for this campaign began with a realignment of the current content strategy. This included increasing the number of blogs we published, repurposing existing content and providing valuable information on topical questions. We also made sure to update our blogs, landing pages, and social content as new data on COVID-19 became available. This allowed us to reshare key blogs with updated information, boosting views.
In order to position Initial Hygiene as a leading authority a Coronavirus-specific page was created, linking all of the information relevant to COVID-19. To help keep costs low we poured resources into email marketing, including COVID-19 messaging and updates in all email communications. We also sent out targeted emails that showed Initial’s expertise in the COVID-19 hygiene space.
All elements of the campaign strategy were agile and relevant to what was happening at the time. As lockdown eased, we created email content which showcased products to help businesses comply with regulations as they re-entered their offices.
Results
Over a 3-month period we achieved:
- 234 deals closed from online leads, resulting in an ROI of 2493.21%
- A 58.47% increase in online customers
- 20.93% increase in returning website visitors from 2019
- 176.85% increase in blog views
- 735 new blog subscribers, an increase of 3983.33%.
- 13.25% increase in social media audience
- 84.22% increase in emails sent with an open rate of 28.14% and click rate of 12.59%, far higher than the industry average
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