Best Cross Border Campaign
Adobe – Adobe Perks
Due to ever increasing cost of living that has impacted millions of people across the world, including in the UK, Adobe wanted to focus efforts on initiatives to drive value for our customers. And so was born Adobe Perks! A brand-new value-added benefit for our paid customer base providing access to discounts on 3rd party partner products and subscriptions. The goal was to drive increased value perception of our product offerings and in doing so drive improved retention and loyalty within the base.
A multi-channel marketing campaign was built to drive awareness of this new benefit. The campaign aimed at reaching the consumer across the end-to-end customer journey with the goal of reducing cancellations and increasing membership value. Content was created to market across the website, social media, email, account management and in-product notifications.
Customer research was carried out to inform decisions on suitable messaging and partner offerings to drive as much value as possible. The program has performed extremely well within the first 3 months of go-live, with users who engage with merchandising of Adobe Perks displaying a 1.3x more likelihood to retain than those who don’t. We also have seen those users CLTV increase by 24%.
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.
Oban International and Big Bus Tours – Building Back Better Post Covid
This is a story of how one of the biggest names in sightseeing was riding high then brought low by the pandemic – and how, post-pandemic, they bounced back bigger and better than before. It’s a master class in paid media resilience and adapting to changed circumstances and demonstrates how a three-pronged paid media strategy delivered stunning results, far exceeding the last year before the pandemic. For marketers looking to understand the optimal blend of manual and Smart Bidding, this entry provides key insights – as well as proving the value of a granular campaign structure, bespoke user journeys for different audiences, multi-lingual opportunities, and continually iterating campaigns to deliver sustainable competitive advantage.
Plug & Play and Cole & Son – Cole & Son’s International Growth Campaign
Cole & Son is a luxury wallpaper retailer that made the strategic decision to transition from a distributor-centric sales strategy and start selling directly to their market. They needed to internationalise their website and increase their visibility in global search engines.
Focusing on high quality design, conversion rate optimisation and organic search engine growth, we delivered a high performance cross-border growth campaign for the business. Together, we launched 8 territory specific eCommerce stores on a single domain, enabling customers to purchase regional products in their local currency.
Cole & Son have experienced huge growth in their international sales, market penetration and conversion rate and are continuing to roll out the strategy to establish themselves in new territories.
Samarkand Global and Napiers – Launching Napiers in China
Napiers, a 163-year-old Scottish herbalist, launched its natural herbal skin care line in China in 2022 via cross-border social eCommerce.
What makes this cross-border campaign stand out is its highly innovative approach to market entry in the world’s largest e-commerce market. Despite being an SME brand, Napiers effectively leveraged the rapidly expanding social commerce platform Douyin to generate substantial incremental sales.
The key features of the campaign were:
– Livestream commerce: Napiers partnered with a Chinese KOL/influencer to livestream direct from the Napiers apothecary in Edinburgh via the Douyin platform.
– Cross-border e-commerce: Napiers products were fulfilled direct to the Chinese consumer via the company’s cross-border e-commerce infrastructure.
– Social media: Napiers created social media content tailored to Chinese consumers.
The objectives of the campaign were to:
– Launch the Napiers natural herbal skin care line to China consumers via cross-border e-commerce.
– Capitalise on the opportunity in cross-border live stream commerce.
– Build brand awareness and trust among Chinese consumers.
The campaign achieved these objectives and continues to successfully drive growth for Napiers. Customer feedback has been positive, and an increasing number of Chinese consumers are actively discussing the brand on social commerce platforms like Little Red Book.
SheerID – How to win new customers by rewarding their identity!
SheerID is the leader in identity marketing. With its technology and infrastructure it has the ability to digitally verify 2.5 billion consumers. Brands like Amazon, Spotify, and T-Mobile use SheerID to instantly verify consumer-provided data so they can run personalized marketing campaigns to tight-knit communities like students, teachers and healthcare workers.
Back Market, France’s most valuable startup with an evaluation of nearly 6 billion dollars that provides high-quality, refurbished electronics and helps reduce e-waste, launched a comprehensive, omnichannel campaign to college students in Europe and in the U.S.. The company partnered with SheerID to verify eligibility for student specific offers. In the first year, Back Market verified 300,000 students, and then saw a 4x increase in verifications year over year. The incredible success of the student program inspired Back Market to expand it to all 15 of its markets to now reach more than 248 million college students in 191 countries. The company uses the data verified by SheerID to re-engage those students—a strategy that’s already paying off. Back Market’s customer lifetime value ( CLV) for students is 30% higher than its global average.
