There is simply no point in independent retailers attempting to go head to head with the likes of Amazon and eBay for search engine rankings. Likewise, taking on major UK DIY chains is labour-intensive, slow and results can never be guaranteed or considered secure.

So we sought an alternative solution and set out to reach people more directly, by developing online communities and making Fox Shop not just a place to buy fox repellent products, but also a valuable resource for people looking for solutions.

Facebook, Instagram and YouTube were the weapons of choice.

As the world’s largest social media platform, Facebook has hundreds of groups and pages devoted to the problem of controlling urban fox populations and – acting as our client – we joined up to as many as we could, doubled down on the most active and began taking an active part in the conversation.

Next we utilised the updated shop feature to add the company’s full inventory to Facebook, allowing buyers to complete their purchase without leaving the site.

Meanwhile, we began to build the number of posts on the Fox Shop company page, sharing news stories, videos and comments. Because of their close connection, for Instagram we piggybacked on Facebook, sharing and resharing popular content.

Research had indicated the prominence of video in fox-related searches, so for YouTube we began to post product videos directly to the Fox Shop channel, while curating a number of DIY and product review playlists.

Launched in 2020, Fox Shop is a new business seeking to carve out a niche in a competitive market.

Within 3 months we helped the founders exceed sales targets and take the decision to move forward with their project, growing inventory and moving into other pest-repellent markets.