How The INKEY List Boosts Social Impact with Insights & Community

Powering Your Marketing Growth Strategy

Since its inception, The INKEY List has used social media to fuel innovation. In response to the meteoric rise in global social media usage, the INKEY team identified a need for more easily digestible content to continue to connect with its audience. The team turned to Dash Hudson to access deeper insights into performance and engagement, feed this data into the brand’s content strategy, and to distribute its community-centric creative across all social media touchpoints.

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Optimize Content Performance 

As part of a fast-paced brand, the social team at The INKEY List understands the power of impactful content. Using Dash Hudson’s content segmentation tool Boards, the team can group posts from each campaign or content pillar into categories to see metrics like engagement, effectiveness, and total reach. From here, the team can create customized content reports on a daily, weekly, monthly and campaign-led basis, plus:

• Uncover which content is performing across key metrics using Dash Hudson’s Insights tool 

• Use this data to internally benchmark content in real-time 

• Inform the strategic direction of future content for continuous improvement

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"A really important tool for me is the Boards feature. I can segment content by style, product and campaign, allowing me to compare and analyse key metrics such as engagement and reach. I can then use these Boards to create reports, plan future content and feed the learnings into the greater marketing strategy."

Kasey Ford,
Social Media Manager

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Putting Community Growth First

Social and community go hand in hand at INKEY. The team is constantly tapping into audience insights to feed into social planning. Their 24/7 service, #askINKEY, allows consumers to chat to an advisor via main social channels and ask skincare and hair care questions. The team then turns to Dash Hudson’s Community feature to:

• Quickly surface trends and frequently mentioned products 

• Save hours of manual work 

• Provide valuable insights for both the marketing team and the wider business strategy

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"At The INKEY List we want to make knowledge and advice accessible to everyone. Adopting new features on Instagram means that we can continue to educate as many people as possible and fuel community growth."

Kasey Ford,
Social Media Manager