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Eurostar is the high-speed railway service connecting London with various European cities via the Channel Tunnel. Its website houses a large quantity of landing pages featuring content on the service’s range of destinations. The Eurostar team wanted to leverage this content to expand the reach of its search marketing. But like many businesses, Eurostar.com had a dizzying array of landing pages to choose from. In order for Eurostar to serve the user with the right content at the right moment, it...

English Heritage cares for hundreds of historic places, from prehistoric sites to grand country houses. It was looking for new ways to promote its brand and was aware that video could help. So, the charity set out to combine its historical know-how with YouTube’s powerful platform. It grew subscribers from 1,000 to 390,000 in just over three years, transforming its channel from a hodge-podge of ad hoc content into an internationally-popular brand asset – one that has the potential to become a...

Direct Line Group wanted to consolidate fragmented data across the business and improve understanding around its customers’ digital journeys. With the aim of creating a unified view of customers’ behaviours online and linking them with economic factors (for instance, to quantify how much ‘drop-outs’ are costing them), Direct Line Group also wanted to have more efficient access to data to implement key insights more easily, thereby optimising marketing effectiveness. In order to create a...

A leading car manufacturer tasked media agency PHD UK with decreasing the cost per acquisition (CPA) measured on the number of car service bookings. PHD used an early version of demand-side platform The Trade Desk’s Planner tool to uncover deep data-driven insights on location and device which were applied to the campaign before it went live. Planner is designed to allow brands and agencies to generate, launch and analyse programmatic media plans in one place. It uses data-driven insights from...

A well-known car brand wanted to promote its electric car, so agency Manning Gottlieb OMD was tasked with getting customers to make low funnel actions on its website with the aim of driving engagement and interaction with the models. The first step taken was to generate a campaign plan using The Trade Desk’s ‘Planner’ tool, which helps generate, analyse, and launch data-driven, programmatic media plans. This would suggest an efficient way to allocate budget and develop custom ad groups. Another...

Having recently revamped its UK stores to give visitors more opportunities to try its products, Bose asked MediaCom Worldwide to develop a strategy to compel consumers to visit stores. Based on the knowledge that a large proportion of searches occur on mobiles and that many mobile searches are location-related, the team designed a mobile location strategy for the brand’s digital activity. Research showed that customers navigated multiple touchpoints before visiting and buying in store. Being...

Neo@Ogilvy UK, Ogilvy’s media agency and performance arm, was tasked with helping an automotive brand to increase test drives and brochure downloads, as well as to drive users to engage with the brand via the online car configurator and dealership visits in the UK. The brand’s target was a combined cost per acquisition (CPA) of £12. It worked alongside demand-side platform (DSP) The Trade Desk to power an insight-driven campaign, fuelled by data for maximum efficacy. The agency also used The...

Grey Goose launched its ‘Live Victoriously’ campaign in April 2019 and tasked Digitas with developing the digital media promotion, championing themes of connectivity and engagement. In order to meet the target of driving video views while remaining brand safe, Grey Goose and Digitas partnered with SpotX to utilise its Connected TV (CTV) inventory and quality video placement on desktop and mobile devices. User engagement was a key success metric for these efforts, with the SpotX team developing a...

With multiple brands, one of Analytic Partners’ long-term clients was finding it a challenge to accurately measure the impact of search. However, companies within this fast-moving industry must be relatively agile and adapt to new situations or challenges as quickly as possible to stay on top. The client’s insights team had made it one of their key goals to tackle the issue and find the underlying drivers. Based on previously successful projects, Analytic Partners suggested creating geo-level...

Over the past 35 years, James Villa Holidays have adapted to a rapidly changing travel and hospitality industry by keeping its focus squarely on customers and using technology to its advantage. The company targets a broad audience, including large groups, families, retirees, young couples and LGBT travellers. This makes messaging a challenge when these groups have different ideas about what makes the perfect holiday. In order to reach its broad customer base, the company integrated its Adobe...

Large retailers rely on their brand recognition and scale. Smaller companies have to compete in ever more ingenious ways. Launched online in 2004, Mainline Menswear has the distinct advantage of being a nimble, digital-native start-up with a keen focus on customer service and next-day delivery. Though relatively small, the company is growing rapidly. It sells 10,000 items across close to 100 designer brands. With a growing customer base, Mainline Menswear is poised to expand internationally...

When almost the entire population of the UK owns some type of mobile device, competition among mobile retailers is fierce. Mobiles.co.uk is the country’s first and longest-running online mobile phone shop. The company prides itself on offering some of the best deals on the market, whether customers want a SIM-only deal or a contract with the latest smartphone. As a value brand, Mobiles.co.uk compete primarily on price. This means it is essential for the company to drive efficiencies and reduce...

AppyParking Smart City Parking solution was specifically designed to help those who need to park, whilst providing a powerful kerbside management tool for local authorities to better manage and optimise their assets. The project required close collaboration with two authorities - Harrogate Borough Council, responsible for the operation of off-street parking, and North Yorkshire County Council, the Highways Authority and responsible for the provision of on-street parking.

Hersey & Son is one of the few remaining traditional silversmiths in the UK: a perfect gift destination offering sterling silver jewellery, tableware and unique silver pieces handcrafted in its London workshop. An independent, father and son business, Stewart Hersey wanted to increase reach and sales online in a cost-effective way

Created in 2014, Pretty You London has established itself as a unique British brand specialising in slippers and nightwear, each with added details to make customers feel special in their own home. The brand’s head designer, Rebecca, has over 30 years of design experience, adding her own touch to each style to create the unique Pretty You London look. Coupled with the best quality faux furs and the softest materials, the brand offers an ageless collection, with each piece featuring signature...

Ivory Ella approached its agency, BVAccel, with the task of launching and growing a brand-new partner marketing programme. It was excited about partner marketing’s ability to reach untapped markets, and encouraged by the low entry barriers to getting started. The programme goals were to tap into new audiences, leverage existing social influencers more efficiently, and create relationships with other strong partners in time for Q4.

LetsGetChecked offers personal health testing services that can be completed from the comfort and privacy of one’s own home Newly launched in 2019, LetsGetChecked set an ambitious goal to acquire new customers and grow transaction volume by 26% each month, which when compounded would result in an incredible annual growth of 1,170%. LetsGetChecked saw that its biggest growth opportunity lay in recruiting new partners, particularly in the home testing vertical. To achieve its annual growth goal...

Purple Carrot is a plant-based meal-kit delivery service that has been growing rapidly since it came on the meal delivery scene in 2014, but it was beginning to see diminishing returns with its primary marketing channels. Plus, new customer acquisition costs were sky-high. The company decided that the best way to diversify and strengthen its marketing mix was to develop a partnership programme. Given that it would be its first foray into affiliate partnerships, Purple Carrot was intent on...

Le Col is a cycling apparel brand and small business based in London. It was looking to grow and reach new customers, so approached Acceleration Partners who recommended an innovative affiliate approach based on three pillars: recruitment, re-activation, and programme technology. Using these pillars alongside the overall increase in the popularity of cycling, Acceleration Partners were able to significantly increase month-on-month sales using the affiliate channel.

Leasing.com is the UK’s largest and original marketplace that advertises car leasing deals from brokers and main dealers. The comparison website enables customers to search and get quotes for business or personal cars, leasing deals from over a million vehicles. Discussing the original goals of this campaign, Founder of Leasing.com, Dave Timmis, said: “We wanted a mix of media. Outdoor advertising with Clear Channel enabled us to actually be in front of motorists, which was our target audience.”