The Search & Social Dream Team
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Wolfgangers Kenia and Roisin spoke at SMX London on May 24th 2017 about integrating search into cross- channel marketing campaigns. This is a case study on the importance of integration.
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The Search & Social Dream Team
- 1. #SMX #24A2 @keniamex & @roisinthora The Search & Social Dream Team: A Case Study on the Importance of Integration The Search & Social Dream Team
- 2. #SMX #24A2 @keniamex & @roisinthora Meet the Wolfgang • 38 Digital Marketing Nerds • Independently Irish Owned
- 3. #SMX #24A2 @keniamex & @roisinthora Best Integrated Digital Campaign – European Search Awards
- 4. #SMX #24A2 @keniamex & @roisinthora How we took LWI new brand ‘V by Very’ from €0 to multi-million business, in 2 months!
- 5. #SMX #24A2 @keniamex & @roisinthora +70,000 products 1.25% of the Irish Online Economy €€€ New brand release
- 6. #SMX #24A2 @keniamex & @roisinthora
- 7. #SMX #24A2 @keniamex & @roisinthora
- 8. #SMX #24A2 @keniamex & @roisinthora “To introduce our new brand V by Very as an attainable, trend-led, quality focused label which feels new and exclusive.” Translation: Launch our New Brand & Make Lots Of Money The Challenge
- 9. #SMX #24A2 @keniamex & @roisinthora Targets: How much is lots of money?
- 10. #SMX #24A2 @keniamex & @roisinthora ….. In 2 months
- 11. #SMX #24A2 @keniamex & @roisinthora
- 12. #SMX #24A2 @keniamex & @roisinthora Put Client First
- 13. #SMX #24A2 @keniamex & @roisinthora The Opportunity We were going to have to find creative ways to substantially increase performance for our favourite client. Integration was the answer!
- 14. #SMX #24A2 @keniamex & @roisinthora
- 15. #SMX #24A2 @keniamex & @roisinthora The user journey has many touch points
- 16. #SMX #24A2 @keniamex & @roisinthora x5 times
- 17. #SMX #24A2 @keniamex & @roisinthora Multiple Touchpoints – Multiple Channels
- 18. #SMX #24A2 @keniamex & @roisinthora ‘V by Very’ from €0 to multi-million euro business, in 2 months! The Strategy
- 19. #SMX #24A2 @keniamex & @roisinthora 1. Full Funnel Strategy 2. Audience Segmentation 3. Integration
- 20. #SMX #24A2 @keniamex & @roisinthora
- 21. #SMX #24A2 @keniamex & @roisinthora THE STRATEGY
- 22. #SMX #24A2 @keniamex & @roisinthora 1. Awareness Phase
- 23. #SMX #24A2 @keniamex & @roisinthora 2. Interest Phase
- 24. #SMX #24A2 @keniamex & @roisinthora 3.Consideration
- 25. #SMX #24A2 @keniamex & @roisinthora 4. Action Phase Facebook Dynamic Product Ads Google Shopping Ads Google Dominating the SERP through PPC & SEO
- 26. #SMX #24A2 @keniamex & @roisinthora
- 27. #SMX #24A2 @keniamex & @roisinthora 5. Advocacy Phase
- 28. #SMX #24A2 @keniamex & @roisinthora 5. Advocacy Phase
- 29. #SMX #24A2 @keniamex & @roisinthora INTEGRATION & REMARKETING
- 30. #SMX #24A2 @keniamex & @roisinthora Multiple Touchpoints – Multiple Channels
- 31. #SMX #24A2 @keniamex & @roisinthora Sharing Facebook & AdWords Audience Data via Google Analytics
- 32. #SMX #24A2 @keniamex & @roisinthora Share AdWords Audience Insights with Facebook
- 33. #SMX #24A2 @keniamex & @roisinthora Facebook Results CTR increased by 52% CPC declined by 38%
- 34. #SMX #24A2 @keniamex & @roisinthora Helping to complete the purchase journey & Build up new audiences
- 35. #SMX #24A2 @keniamex & @roisinthora YouTube Audiences
- 36. #SMX #24A2 @keniamex & @roisinthora YouTube Audiences Overall Remarketing View Rate 30% VS Non Remarketing VR 17%
- 37. #SMX #24A2 @keniamex & @roisinthora Video Audiences View Rate of 60% (Avg. 5-20%)
- 38. #SMX #24A2 @keniamex & @roisinthora RLSA applied to V By Very Search Campaigns RLSA based on LWI website visitors RLSA ROAS 110:1 vs PPC average of 15:1
- 39. #SMX #24A2 @keniamex & @roisinthora Optimise for SEO
- 40. #SMX #24A2 @keniamex & @roisinthora Optimise for SEO
- 41. #SMX #24A2 @keniamex & @roisinthora RESULTS
- 42. #SMX #24A2 @keniamex & @roisinthora
- 43. #SMX #24A2 @keniamex & @roisinthora V by Very Ranking moved from position 3 - 1
- 44. #SMX #24A2 @keniamex & @roisinthora
- 45. #SMX #24A2 @keniamex & @roisinthora Revenue by channel
- 46. #SMX #24A2 @keniamex & @roisinthora Key Takeaways
- 47. #SMX #24A2 @keniamex & @roisinthora € Hacking the Ad System using Advocacy € Video is your BFF for audience building € Facebook Shopping = DPAs € Integrate your targeting with AdWords: Reach those 30 minute chefs 4 x 1 Million EuroTakeaways
- 48. #SMX #24A2 @keniamex & @roisinthora LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- Irelands leading dept. store, over 70,000 products. Find out how we took their new brand ‘V by Very’ from €0 to multi-million euro business, inside 2 months (Sept – Nov ‘16)
- Irelands leading dept. store, over 70,000 products. Find out how we took their new brand ‘V by Very’ from €0 to multi-million euro business, inside 2 months (Sept – Nov ‘16)
- Background: Irelands leading dept. store, over 70,000 products. Find out how we took their new brand ‘V by Very’ from €0 to multi-million euro business, inside 2 months (Sept – Nov ‘16)
- Background: Irelands leading dept. store, over 70,000 products. Find out how we took their new brand ‘V by Very’ from €0 to multi-million euro business, inside 2 months (Sept – Nov ‘16)
- Background: Irelands leading dept. store, over 70,000 products. Find out how we took their new brand ‘V by Very’ from €0 to multi-million euro business, inside 2 months (Sept – Nov ‘16)
- But which channels?
- Digital has multiple touchpoints, Littlewoods has 5.
- Digital has multiple touchpoints, Littlewoods has 5. How many times does someone come into your store?
- Digital has multiple touchpoints, Littlewoods has 5. How many times does someone come into your store?
- Irelands leading dept. store, over 70,000 products. Find out how we took their new brand ‘V by Very’ from €0 to multi-million euro business, inside 2 months (Sept – Nov ‘16)
- Why was this campaign good
- Funnel of audiences
- So, what type of ads did we use to collect audiences and how does this funnel look as a real campaign
- DPAs
- Reference back – not your brand
- Digital has multiple touchpoints, Littlewoods has 5. How many times does someone come into your store?
- Adwords & FB
- FB & Adwords
- SEO & Analttics, FB
- YT & Adwords
- Yt & Adwords
- FB & Analytics
- YT & SEO
- YT & SEO
- Digital has multiple touchpoints, Littlewoods has 5. How many times does someone come into your store?
- Digital has multiple touchpoints, Littlewoods has 5. How many times does someone come into your store?