100% PERFORMANCE
DIGIT
AL C
ASE S
TUDIE
S FROM PERFORMIC
S
INTRODUCTION
As performance marketing experts we work with our clients
every day on the relentless pursuit of results. Our specialist
services cover SEO, paid search, paid social, affiliate
marketing and display advertising, and you can read some of
our great case studies in this book.
Our clients face multiple challenges in their drive for digital
transformation, and it is our job to guide them on the best
approach to their digital channels and platforms, help them
set appropriate targets and objectives, and work with them to
build and optimise their activity to meet those goals.
The pace of change is unrelenting and we see the digital
landscape becoming increasingly complex. As devices and
channels proliferate and shopping journeys increase, catering
to consumer intent will only grow in importance. Customers are
influenced by multiple touchpoints and engage with different
types of content along the path to purchase, and successful
brands are responding to today’s more sophisticated
customer journeys. At the same time, businesses are dealing
with an increasing number of technologies and systems that
cut horizontally through traditional organisational structures.
In this challenging environment it is critical to think strategically
about the implementation of digital activity, and underpin a
clear strategy with frameworks for delivery and measurement.
That is why our key focus is on delivering integration and
cross-channel solutions for our clients. In the coming years the
challenges will undoubtedly remain, but one thing is certain:
our focus on delivering results will be undiminished.
Jon King
Old Paradise Street is where leading UK coffee chain Costa roasts its coffee beans in
London. Costa launched a series of limited edition roasts, starting with Old Paradise
Street. Our challenge was to launch this new roast, driving consideration, education,
and trial in order to achieve a 3% sales penetration target.
Idea
We aimed to raise awareness and drive trials for the limited roast with messaging tailored to Coffee Club members and coffee lovers at key times. The goal was to grow warmth among loyalists, re-engage lapsed customers, and give reason for competitor brand customers to consider Costa. Through an app download campaign we aimed to convert loyalty card customers to the new mobile app platform, growing our base of advocates by making it easier to join the Coffee Club.
Insight
Through Costa’s own Coffee Club database, we knew the coffee of choice for many Costa customers. We segmented the database based on in-store sales behaviour into taste-centric and trial-centric consumers, who were our warmest prospects for Old Paradise Street. Facebook and Twitter provided the perfect opportunity to reach these customers as well as other coffee lovers. Using advanced segmentation, we could deliver a campaign that was truly personalised, at scale.
Results
Execution
By segmenting Costa’s CRM data by taste preference, and using real time data feeds, we drove engagement by serving the right message to the right person at the right time. Customised pre-launch messaging targeted Coffee Club members who had already opened the CRM email, driving traffic to the Old Paradise Street microsite. Launch messaging on Facebook and Twitter successfully reached customers who were unresponsive on email, and at launch we targeted Costa’s occasional customer base of 2.2 million people.
OLD P
AR
ADISE
STREET
This advanced level of
segmentation of first
party CRM data was
integral to the success
of this campaign.
13,000
APP DOWNLOADS
FROM
9%
SALES
PENETRATION
ABOVE TARGET
350,000
CAMPAIGN
MORE THAN
ENGAGEMENTS
3x
In 2014, Black Friday and Cyber Monday was still a growing phenomenon in the UK.
With the success of Cyber Monday the previous year, Hewlett Packard aimed to
make it the company’s largest online shopping period of the year. Performics needed to
persuade more consumers to shop online and make Hewlett Packard the PC brand of
choice for shoppers.
Idea
Hewlett Packard wanted to be seen as a top PC retailer and build its reputation for great quality service. We created an integrated media strategy in order to own Cyber Monday. At the heart of our marketing campaign was heavy generic PC, generic Cyber Monday and Black Friday keyword activity to enhance Hewlett Packard’s online presence and build awareness. To build excitement, we needed to clearly convey the limited nature of the offers.
Insight
Hewlett Packard had begun to manufacture tablets at an affordable price and we noted that this was a product category with strong growth potential. In a fiercely competitive market, we knew it was crucial to get an early start in the path to purchase of our target consumers. We needed to reach people looking for offers for Christmas gifts, so the timing of the Black Friday offers was extremely important.
Results
Execution
We targeted bargain hunters and people specifically looking for electronics in the run-up to Christmas with PPC advertising. To dominate ad position one and ensure constant visibility over the period, we used timely and specific ad copy to drive awareness and understanding, and ultimately drive conversions. With a peak in search interest after Cyber Monday, we decided to continue our PPC activity throughout the following week.
DOMINA
TING
BLA
CK FRID
AY
HP obtained the
second highest share
of voice of any online
retailer for the generic
term Cyber Monday
and was the top PC
manufacturer in the
cyber Monday space,
fulfilling the aim of
domination.
Charlie Pleasants
Digital Marketing Manager
HP
TOP PC
MANUFACTURER ON
CYBER
MONDAY
1796%
RISE IN
ORDERS
REVENUE UP
1835%
YEAR ON YEAR
Delta Airlines is one of the world’s largest global airlines, used by more than 160 million
travellers every year. Delta’s advertising budgets were being reduced year on year,
so Performics needed to be creative with the brand’s display advertising in order to
maximise revenue and ROI.
Idea
Delta wanted to drive ROI on transatlantic flights from the UK, Germany and Switzerland so Performics focused on retargeting campaigns for travellers searching for flights from these countries. Our proprietary AOD technology ensured we only targeted users who had previously shown an interest in transatlantic flights and dynamic retargeting would allow us to personalise every ad impression we served to web users.
Insight
We were using retargeting to promote multiple destinations, by showing Delta ads to anyone who landed on the site and didn’t go on to make a purchase. This was delivering a low click-through rate as we were not reaching people with creative that was tailored to their choice of destination. The result was a low ROI so to increase conversions we knew we needed to take a more targeted approach.
Results
Execution
We built ads using a set of creative that would dynamically change based on the destination an individual had searched for on the Delta booking page. The price and the background image drop also changed for each impression, making the ad much more compelling and relevant for people who had previously searched for transatlantic flights to the USA.
DEL
TA D
YNAMIC
RET
ARGETING
Our proprietary AOD
technology ensured
we only targeted users
who had previously
shown an interest in
transatlantic flights and
dynamic retargeting
would allow us to
personalise every ad
impression we served
to web users.
CLICK-THROUGH
200%
RATE ROSE
BY
73%
INCREASE IN
ROI
Paris (CDG) London(LHR)(LGW) New York (JFK)Salt Lake City
Atlanta Portland Seattle/ Tacoma Detroit Las Vegas Minneapolis/ St. Paul Cincinnati Málaga Madrid Barcelona RomeAthens Frankfurt Shannon Dublin Moscow Samara Volgograd Nizhny NovgorodKazan
Perm Ufa Chelyabinsk Yerevan Baku Novosibirsk Yekaterinburg Manchester Glasgow Munich Stuttgart Düsseldorf Amsterdam Brussels Copenhagen MilanVenice Zürich Nice Pisa Istanbul Newark Philadelphia Boston Miami Cancun
Washington DC Pittsburgh(IAD) San Francisco Los Angeles Montreal Toronto Houston (IAH) Prague Chicago Vancouver Calgary Edmonton Mexico City Reykjavik Stockholm Orlando Almaty Sochi Dallas/ Fort Worth Lisbon Toulouse Bordeaux Clermont-Ferrand Turin
Lyon Geneva Paris (CDG) London (LHR) (LGW) Shannon Dublin Aberdeen Oslo Stockholm Gothenburg Hamburg Hannover Nuremberg Strasbourg Genoa Pisa Florence Rome Naples Palermo Catania Bari Istanbul Bucharest Kiev Vienna Prague Warsaw Kraków Krasnodar Kosice Budapest Bratislava Zagreb Helsinki Berlin Bremen Tirana Bologna Newcastle Brest Madrid Barcelona MontpellierMa rseille Nantes Rennes St. Petersburg Ljubljana Kaliningrad Amsterdam Athens Brussels Copenhagen Düsseldorf Edinburgh Frankfurt Manchester Milan Munich Ni ce Stuttgart Venice Zürich Bergen Stavanger Luxembourg Moscow Cardiff Glasgow
Belfast Leeds/BradfordDurham Humberside Norwich Kristiansand Trondheim Billund Pau Verona Málaga Birmingham Vigo Porto A Coruña Bilbao Bristol Cologne Linköping Sandefjord Valencia Ibiza Palma de Mallorca Trieste Brindisi Belgrade Reykjavik Aalborg Reggio Calabria Yerevan Volgograd Sochi Riga Nizhny Novgorod Alesund-Vigra Ostrava Lamezia Terme Malta Basel/Mulhouse
Buxton was the official water provider of the London Marathon for the second
year running and wanted to raise awareness of the sponsorship, while conveying the
importance of drinking enough water as part of a healthy lifestyle. How could Performics
tap into the emotions around the 2015 London Marathon and put Buxton water at the
heart of the conversation?
Idea
We generated three initiatives to convey these key messages using #withyoualltheway. In a historic partnership with Transport for London, Canada Water station was renamed ‘Buxton Water’ for 24 hours. We also launched the #runwithalovedone competition on Twitter, giving a lucky few runners the chance to be joined by one of their loyal supporters on an 80m part of the course. On the day of the marathon, Buxton ran a promoted trend on Twitter to give the brand high visibility.
Insight
In 2014, 1.2m tweets were sent on the day of the London Marathon, so we knew that Twitter was the perfect channel to promote Buxton’s role as its sponsor. The key to generating high engagement was targeting relevant audiences with engaging and real-time content using a range of promoted tweets. Buxton wanted to drive clicks, retweets and replies and encourage emotional interaction from runners and marathon fans who were active on Twitter.
Results
Execution
Using keyword and postcode targeting on Twitter, we were able to reach people closest to the marathon, both geographically and emotionally. By targeting audiences such as sports enthusiasts with compelling and relevant content, we were able to drive engagement throughout the day. Heavily branded Buxton water stations and an Evening Standard press partnership with advertorials and TV and video coverage also helped to create buzz.
BU
XT
ON W
ATER
#WITHY
OU
ALL
THE
W
AY
The results were
fantastic, with incredibly
positive sentiment
towards the brand.
Hugo Moura
Brand Manager, Buxton &
Nestlé Pure Life
3,000
MENTIONS
IMPRESSIONS
31.6M
442,000
In March 2015, Performics client and leading UK insurer Aviva launched the Aviva
Community Fund, a charitable initiative that encourages local community groups to
submit their cause for a chance to win a grant of up to £25,000. The challenge was
to raise awareness of Aviva’s new fund and drive as many entries and votes as possible
from community groups across the UK.
Idea
We found that people would be much more interested and able to relate to the initiative if it came from within their community. Our audience insights sparked the idea to communicate the entire campaign through the medium of storytelling. A user-generated content platform was at the heart of the campaign, so that all media generated value for owned Aviva assets. We spread our budget across paid and organic channels using SEO, digital display and programmatic, YouTube, Twitter and Facebook.
Insight
Research showed that people viewed charitable donations by large companies as a cynical ploy to atone for financial sins. We discovered that charitable giving was highly personal and that people disregard donations from companies if they don’t support a cause close to their heart. To make the rollout of the Aviva Community Fund a success and engage our audience we needed need to overcome these two obstacles.
Results
Execution
We broke our strategy into three phases. Ahead of the launch our sole focus was to drive awareness and inspire our audience to submit their causes; during the competition our focus moved towards working with the causes to help them promote themselves and the fund; and after voting closed we showcased the brilliant winners, using their stories to sustain Aviva’s organic reach and inspire people to enter the competition in 2016.
A campaign like this
genuinely calls upon
the hearts and minds
of communities
and positions us as
something other than
a large corporate
brand; this is very
important to us as a
business that wants
to demonstrate that
we care more and
have a real desire to
create legacy.
1,180
REFERRING
DOMAINS
50,000
NATURAL
SEARCH VISITS
230%
INCREASE
IN AWARENESS
OF THE FUND
Maurice Tulloch
CEO UK & Ireland GI,
Aviva
AV
IVA
C
THE S
TUDENT LIVING
INDEX
The student living
index has performed
extremely well, with
2015 surpassing
the already strong
performance of the
2014 activity. It’s an
excellent example of
data-led content.
Gillan Rankin
Digital Marketing Manager
RBS
Leading UK retail bank NatWest (part of RBS) wanted to develop helpful content
for students, generate traffic to its website and improve its share of voice in the student
banking sector. In addition to supporting growth, the content needed to provide a
positive customer experience for visitors to the website. In a competitive current account
product sector dominated by aggregators and with established players, how could we
capture our audience?
Idea
The Student Living Index was NatWest’s review of the top student cities in the UK ranked by how economical they were for students, but had not been used since 2010. Refreshing this activity would allow us to generate data-led insights that would capture the attention of the audience and position NatWest as an authority on student financial advice. The refreshed content would be an asset for multiple other channels, play a role in improving the customer journey and support the overarching brand goal.
Insight
A highly targeted SEO strategy was required to reach students starting university for the first time. We wanted NatWest to be seen as a trusted provider of student financial advice so to generate high-quality, relevant coverage of our content, we identified three areas where NatWest could engage with students – universities, student publications and top-tier national publications. Our aim was to create highly shareable eye-catching content aligned to our strategy, naturally positioned on the NatWest website.
Results
Execution
Five day exclusivity was given to national titles to allow them to break the story, ensuring the greatest return from both an audience and SEO point of view. We then engaged with key universities that we knew would be interested in using the data as a promotional tool, and high-profile student publications that would be eager for unique and relevant content. The third tier was distribution to niche publications including regional and interest-based websites and newspapers.