FIGARODIGITAL.CO.UK
CASE STUDIES
Brand: DAHL BROTHERS Agency: ORACLE RESPONSYS
Brand: THOMAS COOK AIRLINES Agency: AFFILINET
Thomas Cook Airlines tasked affi linet
with increasing the conversion rate that affi liates were generating and fi nding innovative new ways of gaining more traffi c from existing partners. affi linet embarked on a project to better segment affi liates by their promotion type, demographics, destinations and user profi le. This targeted approach ensured that Thomas Cook Airlines was targeting the right users with the right routes and offers at the right times, thus optimising conversion rates. This strategy has had particular success
in the long-tail, where targeted communications increased the number of active, sale-driving affi liates by 22 per cent. fi
garodigital.co.uk/case-study/thomas-cook- airlines-affi
linet.aspx
Brand: THE MET OFFICE Agency: WEBTRENDS
The Met
Offi ce, the only government agency to offer advertising, recently implemented a new content marketing strategy to boost ad revenues. But alongside this, it also needed to start collecting more in-depth statistics on site use that it could present to advertisers. The Met Offi ce opted to use Webtrends’ analytics platform to better understand and report online visitor behaviour. The
actionable insight it delivers now enables the Met Offi ce team to refi ne the visitor journey and increase the effectiveness of targeted content. Using Webtrends’ solution, the Met Offi ce is able to identify traffi c peaks and site hotspots, and advise its advertising partners on how best to invest in their opportunity with its website – in turn increasing revenue for the company. fi
garodigital.co.uk/ case-study/
tmo.aspx
The Dahl Brothers, the largest
plumbing wholesaler in Denmark, were missing the mark with their one-size-fi ts-all marketing. Christian Agger, the brand’s Ecommerce and Marketing Director said: “Previously, we would announce a new product to all our customers within a particular industry. But we currently have 101,484 different products and far from all customers are interested in all of them.” To fi x this problem, the Dahl
Brothers turned to the Oracle Responsys platform to deliver personalised and individualised communications to their customers. They now only send promotional emails to those who have recently purchased or shown an interest in that particular product type. This customisation programme
has led to a 19 per cent increase in brand awareness over the previous year and is driving more traffi c and sales. fi
garodigital.co.uk/case-study/the-dahl- brothers.aspx
Brand: LADBROKES Agency: BRANDED3
Gaming brand Ladbrokes
wanted to feature more prominently in online conversations about sport, so they partnered with Branded3 to launch a lively new content marketing strategy.
A particular focus of the
strategy was engaging Premier League fans online. Branded3 created a quiz testing users on how well they know their favourite football teams; the club whose fans had the most encyclopaedic knowledge would be propelled to the top of the league. (Crystal Palace ended up topping the knowledge league; the only time, as a number of quizzers noted, that Palace could claim to be at the top of any table in 2014.) The interactive quiz received 46.5K plays, 2K social shares, Retweets from sports broadcasters Alison Bender and James Fielden and coverage in the Sun, Metro and Liverpool Echo. fi
garodigital.co.uk/case-study/ ladbrokes-how-well-do-you-know-
your-team.aspx
13 issue 21 july 2014
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