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.