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Simply Business caters for a vast array of different small business types - from butchers to bakers to personal trainers. As such, the brand needs sophisticated audience pools. And, with opera singers and meerkats making it hard to stand out, the insurance market is a crowded space. The objective of this campaign was to communicate that no matter the size, sector or nature of your business, Simply Business can provide insurance. It used the strapline ‘You Name It, We Insure It’. Simply Business...

It’s no secret that rapidly scaling any business brings challenges. For Hostelworld, which offers backpackers access to tens of thousands of lodgings around the globe, expansion has happened faster than for most. CEO Gary Morrison believes that, while the brand uses a wide range of channels to communicate with consumers, search is among the most important. With an ever-increasing range of destinations and properties, keeping cost per acquisition down has been a priority for the brand. To this...

The 2018 Heathrow Christmas campaign, the third iteration of the Heathrow Bears, had two core objectives: to generate reach, awareness and engagement while also increasing the acquisition of products and services to Christmas travellers. The challenge was to leverage the familiarity of what audiences had seen before, while reaching new audiences. YouTube formed the backbone of the campaign, from launching via a Masthead, down to Bumpers keeping the brand front of mind. Agency iCrossing helped...

Agency Zenith was tasked to run a video campaign for a well-known hay fever remedy, targeting a fixed demographic of females between the ages of 35 and 54 in the UK. It had a video completion rate (VCR) goal of 70%. Demand-side platform The Trade Desk was brought in to help with automated demographic targeting and streamlining workflow. It uses third-party data from its data management platform to identify high on-target percentages for a given demographic. The pharma brand used its VCR and auto...

Brands need true expertise as well as technology to manage video, display, social and mobile advertising campaigns today. Insights and reporting are critical to monitoring and maintaining success. For this campaign, video completion rate (VCR) was a key metric. This is a measurement of the rate at which your digital video impressions play to 100%, so it’s important for understanding the efficiency and effectiveness of campaigns. The goals for the fast food restaurant brand were very specific: it...

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...

With a portfolio of hundreds of websites, the majority of JPIMedia’s inventory is relatively broad, meaning that JPIMedia was struggling to create behavioural audiences based on their media properties. They were also using large amounts of third-party data, with low match rates, and struggled to explain to their buyers how the data was created. Furthermore, a large number of the campaigns running on JPIMedia’s websites are location based and for this reason, it was challenging for the media...

Macro context: In today’s digital ecosystem consumers are more privacy conscious than ever before, making it more important for brands to reach, target and connect with audiences in a privacy compliant way that is respectful to the end user. Add to this the recent rise in widely distributed browsers blocking third party cookies by default and the ability for brands to target users through traditional retrospective targeting is being significantly restricted and therefore impacting reach and...

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.