2. Hibbett Sports, Inc., the operator of over 1,000 premium athletic retail stores
—predominantly in the South, Southwest, Mid-Atlantic, and Midwest
regions of the U.S.—wanted to extend their brand reach across social
marketing channels. With the end goal of growing their overall audience by
increasing engagement, they began to leverage analytics to improve their
overall content and messaging strategy. To help them reach their goal,
Hibbett Sports partnered with Percolate in April 2014.
3. CREATING IMPACTFUL BRANDED ASSETS
Before implementing Percolate, Hibbett Sports’ marketing
team was challenged to understand how the brand’s creative
and messaging topics resonated with its audience. With
Percolate, the Hibbett team was able to create and publish
content through a single platform. This enabled greater
insights into content performance and marketing workflows.
The Percolate Client Solutions team set out to help improve
Hibbett’s marketing workflow and capture important
performance metrics. The Client Solutions team configured
the platform to include Hibbett Sports’ brand guidelines
including images, logos, and colors, giving the marketing team
the ability to create consistent, branded, visual content
without a designer.
The team also created approval workflows, ensuring all
content is reviewed before it’s published through Percolate.
Lastly, the Client Solutions team built Topics and Tags specific
to Hibbett Sports’ brand themes, which can be attached to
every piece of content and used to analyze performance.
4. BUILDING PERFORMANCE ANALYTICS
Within Percolate, Hibbett’s marketing team attaches Topics and Tags to all
creative assets, allowing users to categorize content according to the brand’s
objectives. Percolate’s content categorization system carries over to the
Planner, providing brands a quick overview of the editorial mix, as well as
Percolate’s Analytics, empowering marketers to track messaging goals
through custom graphs and dashboards.
Upon onboarding, Percolate’s Client Solutions team customized Hibbett’s
Analytics Dashboard to measure and analyze content performance. Hibbett’s
marketing team uses these custom dashboards to generate insights into how
Topics perform over time and to inform the brand’s social content strategy.
5. — Caitlin Lindner, Mobile and Social Marketing Coordinator at Hibbett Sports
“Using Percolate, we’ve greatly improved the efficiency of
our social media marketing processes. With real-time,
actionable insights from Percolate’s analytics tool, we
can be more agile in our decisions.”
6. IMPROVING REACH ON SOCIAL
With a brand content strategy informed by Percolate’s custom Analytics
dashboards, Hibbett Sports’ marketing team has seen great results. Their
social presence has grown exponentially since Hibbett started incorporating
Percolate Analytics into its planning and publishing strategy in July 2014.
From February 2014 to February 2015, Hibbett saw its number of Twitter
followers grow more than eight-fold. On Instagram, the number of followers
increased over 29 times.
PLANNING
With the custom Analytics graph builder, Hibbett’s marketing team can take a
closer look at engagement across social channels to plan its content and
publishing strategy, allowing them to filter engagement and organic reach
metrics by channel and topic. By operating through a centralized solution,
Hibbett has been able to inform and refine its branded content strategy, test
new types of creative, and schedule content at the optimal times to achieve
high engagement.
Increase in
Instagram followers
2,826
Increase in
Twitter followers
755%
%
7. — Caitlin Lindner, Mobile and Social Marketing Coordinator at Hibbett Sports
“Our overall content strategy allows for us to
create new and engaging ways to connect with
our fans across the various platforms.”
8. With Percolate, Hibbett Sports closed the loop on their
marketing operations, giving the team the power to
create better, more engaging content based on data,
resulting in greater brand reach and impact.
9. Percolate is The System of Record for Marketing.
Our technology helps the world's largest and fastest-growing
brands at every step of the marketing process.
Want to learn more?
Contact learn@percolate.com for more information
or request a demo today at percolate.com/request-demo
