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The Client: Spicers of Hythe | www.spicersofhythe.co.uk

We worked with Spicers on an integrated approach to search and social marketing, aimed at increasing brand awareness and relevant traffic to their website.

Read on to see how we did GIANT things for them.

Social media and SEO always seemed so diverse and overly complicated until we started working with Sleeping Giant Media.

Ian Spicer, Managing Director | Spicers of Hythe

The Client

Spicers of Hythe was started in 1926 as a grocer’s in Hythe high street and has grown to have the capacity to process and deliver over 100,000 beautiful hampers within the eight week Christmas period.

Spicers are a forward thinking company that tries new things and, despite their huge growth, keep the original, family-run business values that has kept them successful for nearly 90 years.

The Brief

Sleeping Giant Media worked with Spicers whilst they were in the process of having their new websites built and were able to make recommendations during this period. This included input on SEO best practice, advice on site structure, content and implementation.

The brief initially entailed getting up to speed for Christmas and ensuring that the busiest time of year was a success. After the Christmas period, the aim was to extend the activity across PPC and social media to create an integrated and long-term campaign .

The Campaign

After the initial stages were complete, the work turned to a long term plan of activity that was looking to cover key holidays and special occasions in the year where traffic and sales could be maximised. This involved helping drive SEO growth through targeted keyword use and content creation, as well as developing social profiles to help support SEO and PR activity.

The work included activity planning and implementation of paid promotion through social to help gain initial momentum. Competitions and outreach are used to generate engagement across various audiences. PPC was used tactically at key seasonal points to back up the rest of the marketing mix.

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The Results


increase in average basket value


increase in organic revenue


increase in PPC revenue

The results for Spicers were very positive across all of the platforms. Engagement across their social media profiles had seen constant growth. For example, at the time, Facebook likes had risen from 61 to over 1,180. Running competitions had increased engagement dramatically, an example from one since competition being:

Twitter – total amount of new followers: 1661

Facebook – total amount of new likes: 540

Google+ – total amount of people adding Spicers to their circle: 112

The SEO campaign had also seen some superb results with keyword ranking improving across the site. This included position 1 on Google for “valentines day hampers” and “hampers for mothers day”, and position three for “mothers day hampers”.

This generated more relevant traffic, increasing the average basket value by 18%, with an average basket value increase of 184% YoY.

All of the activity listed above resulting in a hugely successful Christmas in 2013; Spicers ran out of stock and had to order more than anticipated to cope with demand.




With their patient explanations, detailed reporting and never ending enthusiasm, we are now boosting sales, increasing brand awareness and hopefully now challenging our competitors.

Ian Spicer, Managing Manager | Spicers


Spicers are one of my favourite clients because we work with them on the full range of Sleeping Giant Media services. As a result of doing a bit of everything, we’ve seen brilliant results.

Justine Robson, Client Services Manager | Sleeping Giant Media

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