Which?

The Consumers’ Association

Social Strategy for Which?

Challenge

Which? is the largest consumer organisation in the UK with more than 1.3 million members and supporters. 

Which? wanted to align the editorial, digital content, audience engagement, communications, and marketing activities behind a common social strategy, and reach out to new and younger audiences.

Solution

With a clear written brief and after a competitive pitch process, Which? sought the help of Honey to lead development of a 3-year strategy. The process took three months, involved all departments and culminated in strategy approved at C-level.

“The project had everything from team structures and costings, to community guidelines and content commissioning processes. That sets Honey apart from others that deliver strategic frameworks.”

Patrick Steen – Former Head of Social Media, Supporter and Community Engagement, Which?

Process and Outcomes

The process used Honey’s “MVP Approach” where a minimum viable product straw man strategy is first developed and then iterated until it meets stakeholder requirements. 

The process started with interviews with stakeholders from the five main departments as well as Customer Service, HR and the CEO to gain initial views and develop a comprehensive understanding of which people were involved in social and the requirements of each department.

“Honey did a great job of influencing senior leaders and working with me to and get our vision sold through at all levels of the organisation.”

Patrick Steen – Former Head of Social Media, Supporter and Community Engagement, Which?

The initial strategy recommended consolidating social activities under one team, investing in in-house social-first video content production and setting one common KPI across the organisation . 

This was refined and iterated throughout the process and approved on schedule after three months.

Six months later, the strategy had guided team recruitment, including five additional roles, video production had accelerated and initial KPIs, including quick win initiatives, had been secured.

“By using a data-led strategy where we were reporting on actionable insights, then focusing down on what the audience actually wants, we produced a social media strategy that accelerated performance exponentially.”

Patrick Steen – Former Head of Social Media, Supporter and Community Engagement, Which?

Results

Active engagement grew to 1.9 million in Which?’s 2108/19 financial year, up from 638,000 in 2017/18, that, in turn, generated follower growth and an increase in referral traffic.

Website referral traffic from social doubled year-on-year in 2017/18 and 2018/19, rising to 2.4 million visits in 2018/19.

Investment secured to build a larger team of social experts, and the organisation developed a new-found respect for social at all levels.

“Social media at Which? was growing at a rate of about 20% a year, so to have two years in a row where we doubled metrics and doubled again was phenomenal. Behaviourally, it had a big impact and resulted in teams across the organisation working with social media in a different way.”

Patrick Steen – Former Head of Social Media, Supporter and Community Engagement, Which?