Best Content Marketing Campaign
Digivate and UK Radiators – Standing Out in a Crowded Market
UK Radiators partnered with Digivate to increase their market share. The goal was to boost organic visibility, reduce reliance on paid media and establish UKR as a well-known brand. The audience was segmented into three user groups: renovators, crafters/DIYers, and eco-conscious users. An integrated content strategy was developed to reach each audience group, leveraging onsite content, blogger collaborations, A/B testing, and email. Onsite content included guides and articles tailored to each group’s interests and needs. Offsite collaborations with bloggers and influencers targeted specific interests and showcased UKR’s products. Email featured reactive, educational, and seasonal content. And a new value proposition was A/B tested. Challenges included making radiators look appealing in editorial content, standing out amidst content noise, and growing email lists. Year-on-year, there was an increase in organic traffic (172.98%), organic revenue (65%), overall revenue (16.03%), average order value (14.67%), assisted conversions from email (109.62%), last-click conversions from email (191.29%), and keyword visibility. The campaign’s success was attributed to an educational approach that empowered customers to make informed decisions about their home heating. Future plans for 2023 are already in the works, emphasising the importance of well-researched content for long-term success.
Dorwest Herbs – MoveWellia® Tablets Launch
Dorwest launched a new advanced joint care supplement for dogs, MoveWellia® Tablets in November 2022 with a product video, as well as stand out content marketing material across print and digital channels. The objective of the campaign was to create awareness (and sales) for MoveWellia®; conveying aspirational lifestyle visuals of dog ownership, down to easy administration of the product and quality ingredients focus; shot on Dorset’s coastline using a Drone and 360 camera strapped to a dog! The launch campaign crossed as many touchpoints as possible, including: print & digital ads, mailers, ambassador promotion, podcasts and lives. The video itself was ‘shattered’ into smaller assets (5, 10, 30 seconds) and used as both organic and paid content to reach the existing customer base and target new customers searching for joint support. The full video was embedded on product, listing and campaign pages, with YouTube ads running to boost full video views. The campaign surpassed forecast goals, doubling average monthly existing everyday joint product sales, and more importantly providing a unique ingredient formulation to radically improve the lives of dogs through better comfort and mobility. As well as outstanding customer feedback for results, the video assets achieved over 10k views; with MoveWellia® now stocked by 230+ Trade customers and achieving 5% of the total SKU monthly revenue. Since launch, <strong>MoveWellia® has also since been named ‘Best Overall Joint Supplement for dogs’ by the Evening Standard in March 2023.
EssenceMediacom and Innocent – Juicing Up Amazon Content
EssenceMediacom worked with Innocent to maximise the potential in the end-of-funnel online product detail page (PDP) content, ensuring that the PDPs had the same unique flair the brand is famous for, as well as following Amazon best practices. Amazon emphasises the power of strong imagery and clear USPs, and with Innocent having a distinctive visual identity and brand values – Simple, Honest, Goodness – we aimed to optimise the PDP content to match their higher-funnel content. There was an immediate uplift in traffic and sales. We saw results like a 300% improvement in conversion rate for some SKUs. Within three months, there was a 55% increase in ordered revenue compared to the year before.
GPMD – Ebook: Sustainability in eCommerce
Our content marketing campaign focused on promoting sustainability in the ecommerce industry through an engaging and informative ebook that featured real brands and what they are focused on doing to become more sustainable. Our aim was to educate and inspire ecommerce businesses about the importance of adopting sustainable practices in their operations and show them different challenges and how they could tackle them. The ebook showcased GPMD’s clients (Rodial, Tangle Teezer, Balance Me, The Fish Society and Paxton & Whitfield) and shared their stories, providing valuable insights, practical tips, and real-life case studies to support sustainable ecommerce.
For GPMD, sustainability is also at the forefront of our marketing efforts. For our merchandising and gifts, we opt for ethically sourced and sustainable gifts or reusable merchandise (e. g. stainless steel water bottles) or donate to charity. To promote this ebook specifically, we have created flyers made from seed paper that can be planted after use, which is something we plan to roll out for future campaigns as well. We also hosted an event for our clients to share their thoughts on sustainability, which was incredibly well-received and allowed an open forum for them to brainstorm possibilities.
JBH and The BottleClub – Espresso Martini Tester
After an initial period of growth, Wethrift, an international discount and coupon brand saw their organic traffic and rankings plateau. JBH developed a digital PR strategy highly reliant on content to increase rankings and traffic to key commercial pages and drive stakeholder mentions to boost brand awareness. This campaign is a great example of how solid SEO strategy, content and digital PR can work together to achieve goals that align with business objectives, and are far and above reporting on an arbitrary number of links. In total, the strategy delivered 668 links, increased organic traffic to key ‘money’ pages, increased organic traffic overall and the brand is now ranking in position 1-3 for 54% more keywords. PLUS, brand awareness for WeThrift has increased too. The JBH x Wethrift team have achieved outstanding results for a large site with many different niches to optimise. Wethrift were so impressed by the quality and impact of JBHs work, that they increased the budget by 98% for 2022/23.
Prescription Swimming Goggles – Look good and see well!
Prescription Swimming Goggles wanted to create a fun eye-catching TV advert to help boost traffic to their website, increase sales, manage demand by bringing forward their key summer peak and enhancing brand awareness. Their focus was on both the style and function their products could offer with the target message: Pool, sea or spa; look good and see well®,
Their animated advert is a fun play on having an eye examination to get a pair of prescription swimming goggles, but there is much simpler way. The results speak for themselves with a massive 800% ROI, sales and traffic both up by around 30% year on year and they are now the UK’s leading specialist supplier of prescription swimming goggles.
Publicis Commerce and Samsung – Transforming Experiences with User Generated Content
Publicis Commerce, Samsung’s online retail agency partner, is focusing on enhancing the consumer journey and conversion rates through innovative solutions and strategies. With consumers prioritising authenticity over branded content, standing out and delivering exceptional Samsung experiences on retail channels becomes challenging. To address this, we leveraged User Generated Content shared by Samsung’s customers on social media. By partnering with StoryStream, a leading UGC tech platform, we integrated consumer-generated content into retailer environments, enhancing brand authenticity and content offerings on product pages and more.
At all touchpoints of the consumer journey, both on retailer product pages and in paid media, UGC has driven an improvement in performance and ROI. All enhanced PDP’s with UGC have seen an increased conversion rate of an average of +6%. Paid social campaigns with UGC assets as ad creative delivered an average of £10 ROAS, and a conversion rate from clicks to orders of on average 5% on all campaigns with UGC, vs. 1% on those without.
Samsung is now leading their category with content innovation on their retail partners. Our work together has step-changed the parameters of content experiences at retail, whilst protecting margins and cost efficiencies at a time when it matters the most.
