Our Digital Agency Showcase looks
at the exciting projects completed by some of the Northwest's
brightest talents. We have now interviewed a number of digital
agencies across the northwest, to bring you examples of innovative
work, and champion our region as an inspiring place to work and
This week we are showcasing the
great work of award-winning digital agency, Fluid Creativity. The
agency is based in Manchester and provides complete online
solutions for businesses of all sizes across the UK. The agency's
services combine bespoke web design, search engine optimisation and
Turner is Fluid Creativity's owner and managing director, he
started the business back in September 2001, and since then, the
business has grown from strength to strength. He hopes to further
develop services, continue strategic growth and continue to provide
a great environment for his team.
1.Hello, and thank you for
letting us interview you for our digital agency showcase. What is
your main job role and responsibility within Fluid
As managing director of Fluid
Creativity, I'm responsible for overseeing every aspect of the
business, from web development to online marketing. This includes
ensuring that projects are completed on time to a high standard,
implementing procedures, assisting with winning new business and
overseeing the growth of the business into a leading digital
2. Please could you pick a
case study from the last year, and explain why you have chosen it
to represent Fluid Creativity's work?
American Soda is one of the largest
retailers of American food and drink in Europe. We'd actually
worked with them for many years prior to 2013, helping them grow
their business substantially. 2012, however, saw us develop a brand
new website, a mobile app, brand new creative design and a new
online marketing campaign to help take them to the next level.
I've chosen the American Soda project
as our case study as it's representative of our overall strengths
as a digital agency. It's also testament to the results that can be
achieved when a client chooses to use the full spectrum of a
digital agency's services instead of spreading their digital effort
amongst a few.
3. What brief were you
initially supplied with, and what objectives did the Fluid
Creativity team devise when briefed?
American Soda wanted to overhaul
its old website, which was out-dated and had started to become
The American food and drinks brand
wanted a website that provided easy management of stock, a strong
user experience and reliability.
In addition to this, our creative
team was tasked with rejuvenating American Soda's current creative
imagery to give the brand a fresh new lease of life.
We were also asked to increase
traffic, conversions and brand awareness through SEO and social
media. American Soda was also keen to expand into mobile
From this brief, we devised the
- Build a cost-effective brand-new website that was easier to use
for both customers and American Soda.
- Define and build a suitable mobile solution for the
- Develop a strong brand identity for American Soda, built off
its existing creative imagery.
- Utilise a new content strategy to
bring in more engagement across social media and attract links to
the American Soda site.
4. What campaign strategy
did Fluid Creativity devise to answer the brief and objectives that
Based on previous experience, we
chose to develop American Soda's new website on Magento, an
eCommerce platform; not only does Magento produce some powerful
ecommerce websites, but it can be integrated with a wealth of
features that we felt would make American Soda more efficient as a
After conducting research into the
mobile habits of American Soda's customer base, we determined that
developing a mobile app would be the most effective solution for
On the creative side, we felt that
American Soda's brand identity could be well expressed on the
website. However, we decided that our creative team could also help
out with the digital marketing aspect of the brief and so decided
to create a brand character.
This brand character formed the
basis of our new content strategy; as chief blogger for the
website, this fictional character would provide American Soda with
a 'face' that customers could interact with on social media as well
as enabling us to create more engaging content across a broader
range of subjects.
How did you implement the campaign
The base features of Magento meant
that we already had the basis for a quick and simple way to manage
websites. However, given that American Soda has an offline presence
as well, we felt it was important to integrate this into the
website to make the business as a whole more efficient. This
back-office integration means American Soda could monitor and
manage stock from one location.
On the customer side of things, we
developed an intuitive site architecture that sorted American
Soda's extensive product range into categories, enabling products
to be found easier. We supplemented this with a live search
feature. The site is also integrated with a series of major payment
We further improved the performance
of the site via caching and by adding more RAM. This improved load
speeds and overall user experience.
A more unusual element of the
campaign was the development of a German version of the site, owing
to the brand's popularity in Germany. This had the same
functionality as the English version of the site, and was fully
integrated with it too.
The mobile app was made available
on iOS, which we found was the most popular mobile platform among
American Soda customers. The app offered the same functionality and
product range as the full website but in a mobile-friendly
For creative, we chose to build on
the existing brand identity and integrate it more strongly into the
site; this included the colour scheme of the site and a brand new
banner. Our creative team also came up with the design of American
Soda's new brand character, Alan Stone.
Alan Stone was at the crux of our
online marketing campaign. The team devised Alan as a 22-year-old
expat with an addiction to pop culture and American candy. This
gave the team free reign to discuss a wider range of topics that
mattered to American Soda's young audience; life in America,
American TV, movies and so on. These topics also lent themselves
more naturally to being linked to and shared. All the content we
produced was promoted across social media. Social media was also
used to foster a community around the brand, with followers
encouraged to send in photos of their 'hauls' and to engage with
various discussions around candy, pop culture and so on.
6. Could you tell us what
results were derived from the campaign strategy, and any positive
feedback that you received from the campaign?
The campaign was a massive success,
with many commenting on the fantastic performance and look of the
Since January 2013, there have been
over 500,000 new visits to the site, a 20% increase. This was
coupled with a 21% increase in returning visitors, top rankings in
Google for over 20 keywords, and a growth in social media
engagement taking the brand to 23,000 fans on Facebook and over
5,000 followers on Twitter.
Our online marketing campaign was
also nominated for a Prolific North Marketing Award in 2013.
7.Could you give a top tip
to any perspective digital marketing candidates who would like to
work in an agency like Fluid Creativity?
My advice to anyone seeking a
digital marketing job would be to learn a diverse range of skills.
Since Google's Panda and Penguin updates, digital marketing
professionals are now expected to be able to write great content,
manage social media profiles, perform blogger outreach, link build,
manage online reputation and even do a bit of PR work.
While it's not essential to be an
expert in all of those skills, be able to perform two or three to a
high standard will make you a much more appealing candidate.
Good commercial and business sense
is also extremely beneficial. After all, most of the work we do
involves making money for our clients!
The Candidate's review:
Here at The Candidate we would like
to thank Fluid Creativity for kindly taking part in our Digital
We think this case study is a
testament of the hard work and creativity that the agency shows
towards its work. We would like to wish them all the best for the
future, and congratulate them on their great work with American