Our 2016 awards success continues, as we have been shortlisted in two categories at the Northern Marketing Awards. Run by the Prolific North, the Northern Marketing Awards aim to celebrate the achievements of the marketing industry in the north of England. We have been nominated for best retail campaign with Boohoo, and best use of research or insight with Argos.
Boohoo – Doubling revenue from PLAs
In order to gain greater understanding of Boohoo’s customers, identify key opportunities and capitalise more efficiently on spend we audited and strategically restructured the PLA accounts, creating campaigns that capitalised on customer behaviour and adhered to best practice within the fashion sector.
We implemented a ‘bestsellers’ campaign and a seasonal campaign in order to allow us to apportion budget to the highest revenue driving items and capitalise on the seasonal nature of the fashion sector. This dramatically increased website visits and generated unprecedented revenue through the PLA channel.
Argos – Tailoring marketing activity to seasonal patterns
As part of an ongoing growth strategy, last year we began to investigate how we could better predict Argos’ performance in relation to annual seasonality and key events (for example Easter weekend, Valentines’ day and Black Friday) in the retail calendar.
Using historical paid media data, we created a statistical picture of annual seasonal demand for each of Argos’ portfolio of products. We were then able to use this information with our multi-channel performance marketing platform, Forecaster, in order to decide where and when to spend marketing budget most effectively. This resulted in record-breaking return on investment for Argos.
The awards will take place on 19th October in Manchester, where we will face competition from Johnson and Johnson, Asda and Everton Football Club, among others. We were successful in both categories at the 2015 awards, and we look forward to defending our titles this year.