Here’s a story to make your hair stand on end. One that will shock you into realizing just how powerful the Huddle collaboration platform can be. In this customer story, we look at how Fudge premium hair care is using Huddle to support the brand’s marketing and agency collaboration.

A story about Fudge

Fudge is sold predominantly through salons in the UK, Australia, and New Zealand. Fudge was purchased by PZ Cussons Plc, a leading consumer products group in Europe, Asia, and Africa in January, 2012. It sits within the PZ Cussons Beauty portfolio.

When PZ Cussons acquired the brand, it embarked on a strategic redevelopment of the Fudge brand marketing, including the appointment of creative agencies to help expand its global footprint. This new marketing focus led the team to re-evaluate the way they manage the brand’s agency and internal relationships.

Out with the old…

A while back, they relied on email, Yousendit, and an intranet to manage the process of creating, editing, version control, and approving documents, creative work, and other materials. Fudge realized that it needed an easier way to manage the process. Taking advice from parent company PZ Cussons, the team chose to use Huddle—the service their parent company was already using. Each of the four beauty brands in PZ Cussons’ portfolio (Fudge, The Sanctuary Spa, St. Tropez, and Charles Worthington) now has its own Huddle account.

In with the new

The Fudge marketing team now uses Huddle to share the majority of their marketing activity and communications. All materials required by the agencies, their partners, and internal stakeholders are centrally stored on Huddle, reducing the number of emails that the teams have to send and putting the onus on partners to search for the materials they require.

Tessa Watson, who manages the Huddle product at Fudge, explains: “We spend a lot of time sending emails to people with information that we knew they should have at hand. Using Huddle, we can see who has looked at the documents and when, and point people in the direction of materials they need or resources required to answer any questions they may have, rather than answering the same questions repeatedly.”

In addition to the content collaboration features offered by Huddle, the portfolio of beauty brands at PZ Cussons will each have its own version of Huddle fully customized. Using logos and imagery from the specific brands, a tailor-made workspace will be created, allowing the brands to take full ownership of the way the online environment looks without compromising on the technology.

Huddle is currently being used by a small internal marketing team at Fudge, and also by up to 50 agencies. The other brands within the portfolio will soon follow. Tessa comments: “Huddle has been a really valuable addition to our team, allowing us to share materials much more effectively with our wider marketing team. All our agencies are encouraged to use Huddle to share information between each other and with us, which has significantly improved the way we work. As people get used to Huddle, I can only see further improvement to our working processes.”

PZ Cussons also has a network of hair salons throughout the UK and the US. Soon, the company will be rolling out Huddle across this network to better communicate and collaborate with individual salons.

Get the full story in this PZ Cussons case study.

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