FIGARODIGITAL.CO.UK
PPC
PROGRAMMATIC
REFERRAL MARKETING
ROI 170%
Client: Generator Hostels Agency: Crafted
Although hailed as the fastest growing hostel
brand, Generator Hostels still faced the challenge of taking control of direct bookings and disrupting the monopoly held by OTA’s. They partnered with Crafted in 2013, and tasked them with driving the eff ectiveness of search marketing for the brand whilst maintaining seamless traffi c and visibility across paid search. Using engagement and behaviour data Crafted approached the targeting from several angles to defi ne key booking trends at a property level. They devised a bidding strategy to combat the commissions taken by OTAs, rewired the entire PPC strategy and introduced more granular domestic bidding. Outranking every OTA, on every search engine, in every language, Crafted contributed towards Generator Hostel’s revenue increasing 23.5 per cent to £61 million in 2016/17 compared with the previous year.
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garodigital.co.uk/case-study/ generator-hostels/
Client: Belstaff Agency: Chalk Global
Chalk Global worked with the global luxury lifestyle brand to run its autumn/
winter campaign ‘Here Be Dragons’, an inspirational creative inviting consumers to feel the Belstaff spirit of adventure. Chalk was tasked to drive brand awareness, and generate a ROAS across multiple ad formats in multiple markets. The key challenge was balancing these KPIs, with sophisticated targeting to maximise exposure to relevant audiences. Chalk created video content and rich media formats to run in premium private market environments which were specifi cally relevant to the Belstaff audience. The campaign received a great deal of interest,
Client: Schuh Agency: Mention Me
To take advantage of the trust customers place in
INCREASE IN REVENUE
23.5%
recommendations from their friends and family, Schuh decided to invest in referral marketing. They appointed Mention Me whose unique ‘Share by Name’ functionality can track, measure, and reward face-to-face recommendations. Together, Mention Me and the Schuh team developed a series of tests to ensure the best combination of off er, creative, and messaging was shown to referring customers and their friends. After just over three months, more than £160,000 in revenue has been generated from referred customers’ fi rst purchases, with new customers making 10 per cent more purchases than non-referred customers. Schuh has also seen a 15 per cent increase in share rate and a 17 per cent increase in purchase rate.
fi
garodigital.co.uk/case-study/ schuh/
and was featured in multiple international publications. Belstaff ’s campaign gained in credible reach, with over 72M impressions served across three diff erent markets, and generated a ROI of 170 per cent.
fi
garodigital.co.uk/case-study/belstaff /
Client: PensionBee Agency: Amigo
PensionBee is a fast growing FinTech
company that needed marketing that could match the pace at which they were growing whilst maintaining cost- effi ciency. They worked with Amigo to analyse how diff erent content performed and put their customers at the heart of their strategy by focussing on referral marketing. By
implementing various campaigns, including a
referral campaign that allowed customers to personalise social media shares, Amigo accelerated PensionBee’s
development schedule by three months and increased new customer acquisition by 4.6 per cent. The increased effi ciency of their campaigns, now being delivered within four days, has allowed PensionBee the time to experiment with new ideas and diversify their marketing strategy.
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garodigital.co.uk/ case-study/pensionbee
INCREASE IN CUSTOMER
ACQUISITION 4.6%
22 issue 31 spring 2018
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