Huddersfield-based Thornton & Ross (T&R), part of the STADA group, is one of the largest manufacturers of speciality pharmaceuticals and non-prescription consumer health brands like Covonia®, Savlon® and Zoflora®.
We were tasked with developing a corporate social media strategy to enhance the profile of the brand among potential employees, key customers and stakeholders and position T&R as a global innovator and pharmaceutical industry leader.
Using LinkedIn as the key platform, our aim was to increase engagement levels of social media activity while broadening the reach of the brand’s following.
We carried out a detailed assessment of T&R’s existing LinkedIn page; looking into follower demographics and engagement rates of content published as well as carrying out a competitor audit.
Using the insights gathered, we focused on developing a more active engagement strategy with a key content pillars and a regular flow of news, expert advice and insight to build brand awareness, trust and recognition.
We also shared key internal activity and relevant awareness days. Video content and branded social media graphics were central to driving engagement.
To support organic social media content and other cross-channel marketing activity we applied paid spend to campaigns where a specific business objective that needed to be met, and where organic content doesn’t have as much cut through.
The page saw a 90% increase in followers over a 12-month period. Monthly impressions have risen from 22k in our first month of activity to 46k in our latest month, with the average engagement rate maintaining between 6-7% over the last year.
T&R plans to extend its social media reach and launch twitter, Facebook and Instagram accounts in the near future.