David Hieatt could not sit back and watch his home town of Cardigan, Wales fall into oblivion. The once thriving company town was dealt a major blow when the denim factory that employed more than 10 percent of its workforce closed suddenly after 30 years. The coastal town’s denim legacy, along with more than 400 jobs, was lost. David started the Hiut Denim Company to bring manufacturing jobs back to Cardigan and to give the small town new life. No stranger to running a successful business, David turned to Facebook to make his vision a reality.
He started small with just five employees. Instagram and Facebook have played a vital part in telling the story of David’s mission and engaging people who care as much as he does. Hiut Denim uses Facebook boosted posts to reach customers outside the UK, which now represents 20 percent of all sales. The company engages customers by posting high-quality photos of its products and its production process, which consists of denim artisans producing hand-sewn high-end jeans. The company also started to use video on its Facebook business page and uses Facebook Live to highlight its unique production process. "Facebook and Instagram are probably the second most important tools we have, the sewing machine being number one," says David.
The company now has more than 20,000 followers on the two platforms and expects to do more than £1 million in revenue this year marketing exclusively through Facebook and Instagram. David says his goal is to get back all 400 jobs that were lost when the old factory closed and says he is depending on Facebook to help him get there.