We are thrilled to have been shortlisted in three categories at the 2016 Drum DADI Awards. Now in its 10th year, the DADIs (Drum Awards for the Digital Industries) celebrate the cutting edge digital work of international retailers and brands. We have been nominated for Best Paid Media campaign and Best Use of Paid Search for our work with Argos, and Best Use of Organic Search with Durex.
Growing Argos’ customer base using Paid Media to leverage new delivery service
In 2015 Argos made a decision to launch a new service to customers called Fast Track, consisting of same day delivery to 95% of UK households and 60 second in-store collection.
Collaborating with partners including Mindshare and Google, we launched a comprehensive strategy designed to leverage this new service in order to grow Argos’ customer base, maximising awareness among new, existing and lapsed customers, changing people’s online purchasing behaviours and improving the perception of Argos as a brand.
The project was huge in terms of scale and scope, and involved careful tracking and attribution. The results far exceeded Argos’ expectations, with a significant uplift in new customers.
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 and Black Friday) in the retail calendar.
Using historical Paid Search and PLA data as a base view we created a statistical picture of annual seasonal demand for each of Argos’ portfolio of products. In order to understand the behaviour of each product and keyword we arranged them into clusters using a statistical technique called mixture model based clustering, based on the behaviour of the data. Using our predictive analytics powered marketing intelligence platform, Forecaster, we were then able to use this information to inform marketing activity and increase return on investment.
Using SEO, Content and PR to grow Durex’s search visibility
Being new to the sex toy market and facing huge competition, it was imperative that Durex quickly built a strong search presence. Our strategy was developed to improve natural search visibility in order to improve conversion rate and ultimately increase return on investment. We used an integrated strategy involving technical SEO, content and PR.
Along with a full site audit we created and implemented a comprehensive content plan and launched a new area of the Durex website called ‘Explore Sex’, while simultaneously building positive relationships with relevant bloggers and websites in order to grow brand awareness and target key demographics.
This approach enabled us to significantly increase search visibility and the overall success of the natural search channel for Durex.
Winners will be decided by a panel of judges including representatives from O2, The Economist, HSBC and others, and will be announced on 19th October during a ceremony at Park Plaza in Westminster.