FIGARODIGITAL.CO.UK
CASE STUDIES
Brand: Jacques Vert Agency: Communicator
Concession
Brand:
Reed.co.uk Agency: iCrossing
In the past, jobsite Reed.
co.uk would repurpose its TV adverts into short clips and upload them to its YouTube channel. But the brand realised it needed to be more proactive when targeting YouTube’s vast audience.
In partnership with digital agency iCrossing, Reed created bespoke online video content to support its ‘Love Mondays’ campaign and delivered it using YouTube’s TrueView ad formant. The ads were designed to be funny and direct and exhorted viewers to “stop watching cats and fi nd a new job”. The campaign
achieved a 3.6 per cent click-through rate: the highest ever YouTube click-through rate in the UK. “Since running the ads built specifi cally for YouTube, we’ve managed to essentially triple our click-through rate,” says Jamie Bodkin, Head of Digital Marketing at
Reed.co.uk. fi
garodigital.co.uk/ case-study/reed-youtube-
advertising.aspx
retailer Jacques Vert sells womenswear through third-parties and its online store. Not having bricks and mortar shops makes it diffi cult for the brand to grow awareness. The challenge is compounded by competition from brands able to run above-the-line campaigns on a scale Jacques Vert’s fi nancial model doesn’t support. To compete, the
brand wanted to provide the most personalised experience available to its target market - baby boomer generation women. A core element of this strategy is more relevant email communication. Communicator helped
the brand refi ne its email segmentation. Jacques Vert now overlays engagement data with customer ‘RFM’ data (recency, frequency and monetary value) to ensure its communications are only sent to those most likely to buy. Jacques Vert is now
able to suppress email recipients who don’t open messages. This improves inbox placement of emails and has led to higher open and engagement rates. Communicator’s innovative approach to segmentation, say Jacques Vert, has enabled the brand to signifi cantly increase its email marketing return. fi
garodigital.co.uk/ case-study/jacques-vert. aspx
Brand: Help for Heroes Agency: dotmailer
UK military charity Help for Heroes uses email communication
for everything from publicising outreach work to promoting its online shop and encouraging supporters to take part in fundraising events. As a result, it needed a versatile email platform to help it target supporters with appropriate messages. Help for Heroes chose dotmailer’s platform because it integrates with its CRM system, allowing the organisation to target email content and measure engagement. Using the platform the charity has also optimised the design of its email templates through A/B testing. The charity has seen a dramatic reduction in marketing costs
through time saved in production. “Dotmailer’s platform has slashed the time taken to do emails dramatically,” says IT Change Manager, Ben Henson. fi
garodigital.co.uk/case-study/helpforheroes.aspx
Brand: Tag Heuer Agency: Adestra
Luxury watch retailer Tag Heuer was a sponsor of the 2014 Monaco Grand Prix. To take advantage of the association an email was sent before the event with the subject line ‘Get into the Racing Spirit’. The message included information about Tag Heuer’s role as the race’s offi cial timekeeper, but its focus was on the limited edition Carrera Calibre 1887 watch which is dedicated to Formula 1 fans. The campaign achieved an open rate of 27 per cent, signifi cantly higher than the industry average. fi
garodigital.co.uk/case-study/ tag-heuer.aspx
19 issue 22 october 2014
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