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About the brand
The Highland Soap Company is a family-run business crafting handmade soaps and skincare products from the scenic heart of the Scottish Highlands. Located near the historic Old Inverlochy Castle and the majestic Ben Nevis. Employing centuries-old, slow soap-making techniques, the company takes pride in using organic, natural, and sustainable ingredients to create premium products which are vegetarian-friendly, cruelty-free, and environmentally responsible.
We've collaborated with Highland Soap Co. for over 15 years, developing multiple iterations of their website before taking charge of their digital marketing in mid-2022. Previously self-managed and heavily reliant on automated campaigns, the brand lacked a clear understanding of channel performance and customer value. This led to uncertainties in investment and risks to market share capitalisation. Having implemented a successful focus on email and customer retention, the imperative for us was in understanding and enhancing new customer acquisition to help deliver sustained long-term growth.
Acting as an extension of the Highland Soap Co. internal team, we provided essential support, guidance and clarity on these key issues - unlocking a deeper understanding of their customers and channel performance. In Google, we’ve made a clear distinction between brand and non-brand traffic - to ensure that we’re channelling investment towards new customer acquisition - while finding the optimum balance between automated and manual campaign types.
In Meta we’ve implemented an extensive programme of test-and-learn, dialling in on the most impactful targeting options and driving increased traffic while introducing greater cost control. We’ve also carried out in-depth analysis into Customer Lifetime Value to deliver a clearer understanding of the true long-term ROI of our efforts and avoid the risk of underinvestment.
Profitable growth was a key part of the remit I gave D6 and we are delighted with the growth they have achieved for us. They’ve helped me to gain a greater understanding of the true value of our marketing activities. They’re always there when I need them, their communication and regular updates are great, and I feel like they’re really invested in the long term success of our business.
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