Leaving the Yellow Pages behind and giving Hibu new purpose and an essential role in the mobile world.
Breathing new life into Hibu by changing the company’s proposition to small businesses and giving them a new digital role.
We had to change Hibu’s mindset and then re-launch them to their market. So we started with giving them a new proposition: ‘Together we’re in business’. Within this framework we could showcase Hibu’s products and tools as part of an inspirational hub where users could discover Hibu’s offering as a whole and make their businesses mobile. Changing the focus from the business to the customer was also crucial. We persuaded them to remove 30-60-day contract terms and instead tell customers that if they didn’t make money in the first six months the next six would be free.
We pulled together legacy backend systems and built a new platform, bringing together Hibu’s existing products and helping them develop new ones so that SMES could self-serve. For the first time they were fully empowered to compete with bigger players. We gave them everything they need for the mobile world, from straightforward tools to build websites that can be optimised for mobile at the click of a button to simple ways to create ad and email campaigns. They could track performance and even become part of a community by visiting a forum to help each other with technical questions.
1. 42% increase in site traffic from mobile devices
2. UK signups smash through launch targets: 35% of new customer sign-ups from mobile devices
3. 34% revenue growth in digital services division to £174 million