ality

BACKGROUND

Introduce your business and what you do there.

We provide technology for online grocery companies. I’m the senior digital channel strategist. My responsibilities include developing strategies for use on our external channels on a global basis.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ality?

When I joined the business, we didn’t have a social media recruitment presence. I was tasked with implementing one. After working with a partner that I wasn’t happy with, I hired them for the job.

SOLUTION

What was the scope of their involvement?

We worked on them on content creation for our recruitment pages. That included design assets and copywriting. They also built and managed the content calendar. 

In addition to content, we had a strategic relationship as well. We gave them responsibilities in cross-channel tracking and Google Analytics monitoring. They put a lot of work into understanding the customer journey through our LinkedIn, Facebook, Twitter, Instagram, and web pages. We’re about to start working with them on paid search.

What is the team composition?

I worked with two people primarily: Katie (Account Manager) and Ben (Owner)

How did you come to work with ality?

They were recommended to me by a colleague that had worked with them in the past. When I met with them and witnessed their presentations and ideas, I decided to go with them. 

What is the status of this engagement?

We started the process in January 2020, and our work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Everyone internally and externally seems very happy with what we’ve achieved with them. We’ve seen a huge uplift in our Google Analytics from our social media activities.  

How did ality perform from a project management standpoint?

Their ability to communicate and their speed to market have been superb. Whenever I need something, I get very quick replies from Katie. I find them to be very supportive and open to the ideas about changes I have for strategy. They’re always proactive and professional in their work.

What did you find most impressive about them?

They’ve been adaptable, flexible, and a breath of fresh air to work with. No matter the challenge, they go above and beyond the requirements. Because of their strong communication skills, they’ve been very easy to work with.

Are there any areas they could improve?

I can’t think of anything they could improve upon. It would be great if we could devote more resources to our partnership with them.

Do you have any advice for potential customers?

Have thorough briefs and a strategy beforehand. Don’t agree to work with an agency before you’re sure that they fully understand the strategy and show that they can deliver. They did exactly that, meeting my needs.

BACKGROUND

Please describe your company and your position there.

I am the Head of Marketing Communications for Barry M Cosmetics. Barry M is the leading British colour cosmetics company. Founded in 1982, Barry M is famous for its wide range of colourful, cruelty-free, on-trend products and is dedicated to offering high quality at affordable prices.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire ality?

Social media has progressively grown into our most valuable channel for advertising and we needed assistance in driving brand awareness, follower growth and engagement in this area.

What were your goals for this project?

We wanted to increase visibility and engagement across all of our posts, making assets work harder and be more visible than they could ever be organically. Being a small team, support on creative output with fresh ideas that would encourage us to be more competitive in a crowded industry was vital.

SOLUTION

How did you select this vendor?

We did a lot of research into relevant agencies and got recommendations from other clients we used. Ality came highly recommended and stood out from the crowd in their pitch with their unique, on trend ideas. We've never looked back!

Describe the scope of their work in detail.

Initially undertaking our Facebook platform, Ality were able to grow our impressions by millions and engagement by 200%. Their creative concept around launching our Lip Kit products with our largest retailer became our most viewed video of that year with a love sentiment of 90% from viewers. They now also manage Instagram and Amazon paid advertising for us with continued success.

What was the team composition?

I've worked closely with their founder Ben for 2 years in addition to at least 1 other member of the team. They're an absolute pleasure to work with, encouraging, supportive, knowledgeable and always at the other end of the phone. As a family brand this works perfectly for us!

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Since working with Ality, we have had great support across all of our social channels including, Facebook, Instagram & Snapchat. They also manage our Amazon account and we have consistently enjoyed low CPA & CPEs rates along the way with CTR rates almost always above the industry averages.

How effective was the workflow between your team and theirs?

Communication has been great. We catch up weekly over Zoom to discuss how we're tracking for the month and all other communications are either over the phone or via email. There's always someone to liaise with at any point in time.

What did you find most impressive about this company?

They're a great team. Full of creative ideas, easy to talk to and extremely knowledgeable about both their industry and ours. There's clearly a lovely culture of passionate, intelligent and fun people!

Are there any areas for improvement?

The team at Ality have been a pleasure to work with; passionate, intelligent and fun, I would highly recommend them to another business.