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BTC Case Studies Case Study | GMC | Manufacturing GMC Non-Branded Content Udvikling & Optimering BTC case studies Case Study | GMC | Manufacturing GMC Non-branded content udvikling & optimering The Challenge The Result The Results Da det gik op for os at sites som Cars.com og Baseret på forbruger-indledt engagement Edmunds performer bedre end bil-specifikke med GMCs shopping tools, lærte vi at sites, som GMC, på kritiske non-brand mange brugere var længere nede i % søgeord, og at de fleste forbrugere på udkig købstrakten, end oprindeligt antaget, og var efter ny bil begynder på tredjepart sites, influeret af GMCs livsstils content. 300 vidste teamet at det var på tide at begynde Løft I månedlig trafik at teste non-brand livsstils content og måle GMC den første bilproducent til at rulle en dets performance. content-drevet, livsstils-fokuseret SEO strategi ud. Andre bil brands er nu begyndt Scott Everett at gøre det samme. Creative and Content Director, iProspect % "Med innovativ tænkning og kollaboration, 14.000 70 At designe en content fokuseret kampagne øgede iProspect og GMC ubrandede søgeords Øget organisk trafik Stigning af side 1 for at kapitalisere på den enorme rankings og drev trafik. GMC fik også nogle hver mdr. placeringer på søgevolume på non-brand søgeord i værdifulde indsigter i den trafik.” udvalgte søgeord bilindustrien; at opfange nye kunder på søgemaskinerne og drive dem videre til at Tim Aten - GMC Website Manager overveje GMC som et muligt valg, ved at producere og udgive værdigfuld information. Case Study | JYSK | Retail JYSK Ny digital strategi gav øget trafik & salg på 18 markeder The Challenge The Result The Results JYSK er en af de største detailhandlere inden For JYSK handlede det i høj grad om at opnå for bl.a. møbler og HOME accessoires. De gode placeringer på en række ville gerne øge deres online tilstedeværelse forretningskritiske søgeord med forholdsvis % og indtjening via deres digitale kanaler på lav søgevolumen. tværs af de 18 markeder, de opererer i – 43 Dette strategiske udgangspunkt hænger i høj størstedelen af denne skal komme fra Øget search omsætning YOY search. grad sammen med den hårde konkurrence, som er i markedet. Den overordnede KPI var Udfordringen var at øge share of voice på de at øge tilstedeværelsen og share of voice på digitale kanaler. Den største hindring i de digitale kanaler. forbindelse med dette var koordineringen af % % search-initiativerne på tværs af nationale Resultaterne imponerede over hele linjen, og 40 32 grænser og sprog. der var en stor vækst year-over-year på alle Øget online search Øget ROAS vigtige parametre. De strategiske elementer er sessions YOY Det er vigtigt, at der bliver skabt synergi fortsat efterfølgende, og er stadig med til at mellem paid search og SEO, når der skal skabe øget synlighed og omsætning for JYSK skabes digital vækst. på tværs af markederne. Be there with the right message at the Paid Search right time – at the right price. How it works Product Activities & Breakdown 40-60% of all website traffic originates from a search engine. Paid Search harnesses the power of search engines’ advertising platforms to Strategic deliver extremely relevant, highly targeted ads Planning Audience to users. & Audience Targeting with Analysis CCS Feed Based Campaigns Having experience and expertise in every & Marketing vertical enables iProspect to consistently create best-in-class campaigns while our global footprint provides us with an unmatched understanding of the nuances of each market. iBid iProspect provide value and business insights Device & Mobile Programmatic through bought media at an extremely efficient Targeting Search cost. Bespoke Reporting & Analysis Case Study | EUROSTAR | PPC EUROSTAR Decrease acquisition costs & Increase ROI The Challenge The Result The Results Eurostar’s business challenge is a universal We created an artificial intelligence media buying constant: how to compete with airlines – and system for Eurostar, with phenomenal results. how to ensure Eurostar appears top of the Cost Per Action (CPA) was reduced from £70 to £13, and we proved that our cutting-edge, results when potential customers search by % industry-first, technology – CORE – really works. destination. But if the challenge never - 81 changes, how do you go about answering it CORE’s results have been nothing short of Reduction in Cost Per Action better? By getting smart – really smart. phenomenal. In just five weeks it brought down the CPA for non-performing campaigns from £70 We developed an AI learning system, CORE, to £13 – that’s an incredible 81% improvement. that automates the media buying process – optimising results at the fraction of a price. It reduced campaign spend by 45%. And – going % % To achieve this we worked with sister agency head-to-head with a DS3 strategy – it increased - 45 +19 Click Through Rates (CTR) by 19.35%. It reduced Data2Decisions (D2D). iProspect provided Cost Per Click (CPC) by 11.86%, CPA by 9.35%, Reduced Increase in Click the in-channel and client experience. D2D and cost by 6.38%. campaign spend Through Rates providing the technical, algorithmic and statistical knowledge. Essentially, we put Eurostar UK has been incredibly happy with the search engine optimisation for Eurostar into results, and can see that CORE has real potential the hands of our AI-based technology, to integrate with – and improve – its future CORE. campaigns. Boost results authentically while building Natural Search stronger brand experiences. How it works Product Activities & Breakdown Natural search results are a powerful and proven vehicle for driving brand awareness and direct response. Leveraging the power of organic search Strategy On/Off takes specialized knowledge, and is only getting Creation Page Audit & more complicated with each new algorithm shift. & Reporting Optimisation Content Creation iProspect understand that SEO is no longer just & Distribution about building a website that is easily understood by search engines, but generating effective content to gain wider influencer adoption. Onsite SEO is shifting from very specific expertise on understanding links towards a broader Mobile & Device SEO Halo storytelling approach by building relevant, Optimisation Effect targeted content to create the necessary content Global & Local Optimisation authority relationships within search engines. Strategy 20 Case Study | Massage Envy | SEO MASSAGE ENVY Migrating 1.200 franchises and improve SEO The Challenge The Result The Results Massage Envy, a nationwide wellness Through highly coordinated efforts, the franchise providing therapeutic massage and team was able to complete this migration skin care services via 1,191 franchised without subjecting Massage Envy to the 90- locations the U.S. This project – migrating day+ recovery period typical for these kinds % 1,200 franchisee pages and consolidating of initiatives. Instead, they were able to +52 SEO management from 50+ regional deliver impressive year-over-year (YoY) Increase in nr. 1 Rankings agencies to one – is a testament to Massage improvements on many key metrics: Envy’s dedication to a superior customer experience and iProspect’s dexterity and Rankings on position 1 terms: +52% expertise in the digital space. Google Answer Box listings: +37% Local 3 Pack visibility: +46% % % Massage Envy partnered with iProspect on a Phone call leads: +13% +37 +46 full site update intended to help the Local non-brand position: +9% Increase in Increase in Local company upgrade the excellence and Google Answers 3 Pack visibility consistency of their digital customer service We migrated more than 3,000 pages, and experience. The massive undertaking setting up more than 8,600 redirects – all included moving 1,200 local franchisee pages within only three weeks’ lead time onto the platforms of partners Umbraco and Yext. Grow your audience with the right content Content Generation mix, from creation to distribution. How it works Product Activities & Breakdown Content marketing helps build a consistent acquisition message across all digital channels by using intelligent data insights to ensure relevancy Content and visibility. Consumption Content Gap Audit Analysis By creating and distributing relevant content, Content Strategy iProspect use Performance Content to enhance or even change consumer behavior which leads to more conversions. Our effective content strategy is an ‘always on’ process focused on a consistent omni-channel Audience Copywriting message to help forge a long-term relationship Targeting with Editing & Proof and positive online engagements. CCS Live Content Reading Creation 21 Case Study | Pandora | Content PANDORA DO & Mothers day The Challenge The Result The Results With numerous competing jewellery brands adopting a In-depth research around our new target research led to similar product offering, market competition is rising, key insight around their behaviour – they are more and Pandora was at risk of losing their dominant YoY responsive to social, video and influencer endorsement, revenue growth they had seen in the AU market. In and while they research online (60%), they ultimately % order to differentiate themselves from competitors purchase in store. As a result we put together a Pandora sought to reposition their brand in order to cohesive cross-channel strategy founded on 5 key +123 appeal a new generation of modern women, whilst still pillars: Increase in Revenue driven maintaining the loyalty of their existing customer base. • Offline/Online integration to amplify the impact of across channels YoY The aim of this campaign was not only to reach these offline media, and importantly
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