Fredrik & Louisa is a Norwegian beauty products retailer with 50 locations across Norway.
The situation
When Fredrik & Louisa’s Digital Manager Ulrikke Frøshaug first talked to PinMeTo, she was handling the social media communications for all the brand’s locations manually. To post to multiple locations she either had to log into each individual local account, or ask the location managers to post for her. Besides being time-intensive, this also made it difficult to synchronize information and brand content across locations. Ulrikke wanted a more efficient way of managing Fredrik & Louisa’s online presence.
The process
Ulrikke started by integrating all the brand’s locations into the PinMeTo platform with help from PinMeTo’s Customer Success Team, ensuring all the information was correct on the largest networks such as Facebook, Foursquare, Google, Here, and Apple Maps.
Through PinMeTo’s partnerships and relationships with key directories, PinMeTo was able to identify and remove duplicates and inaccuracies, then add correct new listings with accurate and up-to-date business information.
Ulrikke could now maintain the online presence for all Fredrik & Louisa locations from one place, including easily updating location info and visual identity, making location-specific posts, and managing reviews.
Results
Facebook Local Pages: 1063% growth in impressions
Before the summer of 2019, Fredrik & Louisa had only a few Facebook Local Pages set up for their individual stores, which were mostly maintained by store managers. From August to December 2018, Fredrik & Louisa’s Facebook posts generated a total of 16k impressions.
By creating a Local Page for each of their locations, and using PinMeTo to unite the Local Pages all in one structure under the single Brand Page, Fredrik & Louisa was now able to use Location Posts to provide locally-relevant info for every store. Facebook’s algorithms value local activity, and in that same August to December period in 2019, Fredrik & Louisa posts earned 186k impressions, a 1063% increase.
Google Maps: +61% in customer actions
Google actions (website clicks, phone calls, directions) increased by 61%. Google’s algorithm rewarded both the fact that Fredrik & Louisa’s business data was accurate, and that the brand was interacting with customers by responding to reviews, which was possible with PinMeTo’s Listen & Respond service.
Google Search: +180% in appearances
Appearances in Google search results (including map search and web search) increased 180%. In addition, there was a jump from 84% to 93% in the share of people finding the brand through indirect searches (for example, keyword searches like “makeup”), which meant Fredrik & Louisa was pulling in customers who had decided they needed something but hadn’t decided where to buy it.
