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 use hyperlocal geo- new audiences, but to also translate this greater product targeting to drive users to store for purchase. appeal into revenue growth, with a target of +50% YoY • An influencer led content strategy across key being set. contextual environments to enhance Pandora’s credibility % % • A cross-platform video strategy to convey Pandora’s +24 77 new brand story to the new audience Increase in traffic Increase in overall • Consolidation of media partners across both brand driven through to sales volumes driven and performance, ensuring audiences were given a site YoY YoY seamless user experience and budget wastage/ad fatigue was minimised • Use of a split-funnel approach to measures of success to ensure all stages of the campaign funnel were not only evaluated against the right objective, but also working towards our key goals of audience expansion and YoY growth. Conversion Turn good results into great ones Optimisation across all digital channels.
How it works Product Activities & Breakdown
On average, less than 2% of website traffic will end in a conversion.
CRO is the quantitative method of using website Heatmapping User analytics, user interactions, feedback, and tests to Testing improve the performance of your website. By targeting key conversion metrics such as Dashboarding & Advanced Tracking purchases, registrations, downloads, or video views, CRO can be used to improve virtually any KPI on your website. iProspect’s Conversion Rate Optimisation or ‘CRO’ Dynamic Landing Client service, increases the total number of conversions A/B Page Consultancy by analysing media interactions and onsite Development & Workshops behaviours to identify opportunities for page A/B Multivariate Testing testing and site improvements that create and drive the optimal conversion journey for consumers. Case Study | ADIDAS | CRO ADIDAS Increase Jersey’s sales for ADIDAS
The Challenge The Result The Results Adidas has a strong presence in the Soccer's Through iSync combined with micro World. This case helps the brand to cover moments iProspect Brazil were able to reach several terms related to Soccer Passion in Google Search the consumers looking for beyond the sales intention. We took information giving to them a message about % advantage of real time queries about football the Jersey of the team that they love. +83 match actions of the teams sponsored by The solution brought to Adidas e-commerce Increase in orders Adidas to increase Jersey’s sales. a higher volume of sales with keywords that Using data analysis we realize that after are not related with sales intention. The adidas's sponsored teams footbal matches, innovation was sync the TV with online ads search queries about the actions that and to automate the whole process with happened during the match like: goals, micro moments (match results). soccer player names, results and highlights 182 K 500 K have grown wildly. The strategy was to take 83% more orders and jersey products was Revenue for Fans in the advantage of those search queries made by the top 5 most sold products on the last Micro moments remarketing list their fans during and after the match to show quarter. 182.000 EURO in revenue for micro ads that offered licensed products. moments. +500.000 fans in the remarketing Furthermore, results of the game were used list to activate campaigns automatically. Our Success Stories
See how we’re driving digital performance for the industry’s leading advertisers from around the globe.
36 Hilton Hotels Case Study | Hilton Hotel | Increase bookings
The Challenge The Result The Results
Hilton — a leading global hospitality company Campaign performance met or exceeded with a portfolio of 14 world-class brands expectations across all key KPIs. In addition, comprising nearly 5,000 properties with more the total booking target was achieved mid- % than 812,000 rooms in 103 countries/territories way through the campaign period. At the end — serves a diverse range of travelers of the campaign, the booking goal was 163% 163 including business road warriors, young to target. Increased bookings to target couples, families, and retirees. The Hilton Honors guest-loyalty program serves more As Hilton’s first campaign to use new in-app than 62 million members worldwide. tracking capabilities at scale, this effort gave the team a way to tie digital media Objectives included: performance directly to specific business • Grow awareness and consideration of results. In the past, connecting media to Hilton Honors with upper-funnel, non- business results had only been done on a traditional travel audiences limited basis with on select direct response • Activate those key audiences from campaigns, but this campaign allowed the “dreaming and deciding” to point of team to measure the influence of both direct purchase response and awareness. • Promote customer loyalty and engagement through app downloads • Drive in-app bookings • Prove the power of digital media beyond 37 media measurement KPIs Case Study | Peninsula Hotels | Search THE PENINSULA HOTELS Driving Direct Hotel Bookings Through Search
The Challenge The Strategy The Results
Competition has always been high in the Peninsula faces challenges of diminishing Travel category with heavy omni-channel margins for the campaign as the competition marketing efforts from luxury hotel chains and increases. Hence a holistic search strategy is % OTAs across all markets. Backed up by strong deployed to unify SEM and SEO to capture incentive programs, the OTAs have been users’ intents at all stages of purchase funnel. 54 extremely aggressive in the search space and We study Peninsula’s web traffic data and the Bookings subsequently drive up the CPC and CPA. organic ranking of the competitive strategic Challenged to meet room bookings efficiently, terms. For the keywords which already drive we need a much more cost-effective approach bulk of the organic bookings with high to maximize booking volume. rankings on search result page, budget is limited in our SEM campaign to ensure high % % In addition to luxurious accommodation, users efficiency is met. On the other hand, SEM also put greater emphasis on unique luxury also gives us important trending keyword data 46 35 travel experience. Peninsula Hotel’s challenge and we can leverage these insights for SEO Revenue Above Annual is to penetrate through the online marketing optimizations. Working in cohesion, both SEM Target clutter and retain its iconic brand presence as and SEO compliment each other and lead to top of mind hotel choice among affluent a more effective search strategy. travelers. Peninsula Hotel needs to leverage an innovative SEM strategy to dominate the search presence and stand out from other competitors (hotels & OTAs) by highlighting its 37 unique features and benefits of booking direct. Fasion | Programmatic Burberry Pioneering solutions that drive industry leading results-larger budget Burberry
The Challenge The Result The Results
Burberry has been investing intelligently in digital After starting in June 2015, with effective partnership frontiers across the main western markets for years and with all stakeholders involved, the team efforts resulted reaped outstanding results. Encouraged by a brilliant in a successful program for Burberry that delivered achievement on foreign programmatic campaigns, then better targeting, richer insights, greater budget control % Director of Media & Digital Commerce for Asia Pacific, and finally better performance. Burberry is looking Keen Yim, was seeking to introduce the model to the forward to working with Amnet and Dentsu Aegis to +205 Chinese market and get the most out of it. achieve 100% programmatic spend and even better Lift in conversion performance. However, the challenge was that despite the explosive growth of China’s programmatic ecosystem, it still had Testimonial not penetrated the luxury industry. The majority of “Programmatic has been a digital priority for us from image-conscious luxury brands remained wary about global to China. However, the challenges for activating programmatic buying, while many quality publishers programmatic at scale and relevance (for luxury brands) % % focused on traditional direct buy instead of bringing in China is much higher than in other markets given the +136 22 their premium placements on the table. As a trailblazer semi-closed ecosystem and low understanding Increase in Reduction in Cost that led the way in luxury industry’ digital innovation, amongst fashion publishers. Amnet China has helped us Total Clicks Per Engagement Burberry partnered with Dentsu Aegis Network and disrupt the supply side by activating key fashion Amnet to fix the complex problem. Keen boldly gave the publishers with programmatic-firsts through a PMP stretch goal of hitting 50% of digital spending on incubation program and an audience-lead approach programmatic. And the key was to implement a new powered by the Amnet Audience Center DMP to reach way of planning that was led by audience data and real- audiences outside of just fashion verticals. The results time optimization based on performance are speaking for themselves.” – Keen Yim, Director of 41 Marketing & Digital Commerce Asia Pacific at Burberry Case Study | Australia BANK | Cross-Channel NAB Positioning NAB as a Thought Leader
The Challenge The Strategy The Results
Federal Budget announcement day sees We needed to shake up the old process, a race between industry leaders to get to which was dominated by regulation, process, market with a strong and salient point of view. and lacked flexibility. % Those who get there first and deliver an iProspect’s solution was to apply a bespoke, 84 impactful message are the ones who truly real-time marketing model to change the way Share of Voice across all Federal engage the category, setting the tone for the NAB worked. We believed that only with such Budget paid search terms rest of the financial year. Brands only have 24 a model could NAB cut through the clutter and hours to own the conversation. deliver informed, relevant content, in equally relevant media environments such as twitter, NAB – historically slow in this space – wanted YouTube and Google Search Getting this + + to be positioned as a thought-leader on operational model off the ground required K K Federal Budget announcement day by social, production, creative & media 49 2.3 communicating relevant insights and expertise stakeholders to be re-located to a centralised Views of Downloads of to a broad audience. NAB needed extremely command centre for 24 hours of real time Written Thought Federal Budget relevant, impactful messages – fast – to cut marketing and collaboration at NAB’s Leadership Content Whitepapers through the clutter. Social HQ.
37 Case Study | Spain | PC/SEM/SEA Rosa Clará The Perfect Wedding Dress Strategy
The Challenge The Strategy The Results
Increase the number of wedding dress fittings We wanted to be there every time the Rosa and generate traffic to websites in 25 markets Clará and Aire Barcelona brands were including Spain, Mexico, Germany, Armenia, searched for, consolidate the brands’ % Austria, Azerbaijan, Colombia, Dubai, positioning regarding wedding dresses, and Ecuador, Egypt, Honduras, Italy, Jordan, solidify the relationship between the users 500 Increase in appointment volume while Kuwait, Lebanon, Poland, Qatar, Romania, and the brands. cost per appointment decreased 30% Russia, UK, and Venezuela. For that, we reinforced our brand campaigns Rosa Clará and Aire Barcelona are two of the with dress-fitting targeted ads, ad site-links, most important wedding dress brands in and reviewed extensions in order to stand out Spain. from the competitors. 235 % 200 % & 70 % We also looked for the best moments to Aire Aire & Rosa Clará connect with the consumer: sale seasons, Increased conversions Increased website traffic sample sale dates, wedding and fashion shows.
39 Case Study | Portugal | Cross-Channel General Motors DAN Road to Success – Opel Corsa
The Challenge The Strategy The Results Corsa needed to maximize awareness to the Our strategy was to develop a marketing launch and create opportunities for funnel for an online-offline media mix with conversion, not only in digital ecosystem, but Dentsu Aegis teams from Carat and % also from offline to online. Posterscope. This funnel was designed as an ecosystem and only worked because of the +311 The Corsa challenge was to be present in Dentsu Aegis Operating Model, where Awareness Position every touchpoint of the consumer daily lives. different ideas are combined to create vs Competitors integrated solutions. Main challenges: • Communicate a car with less engine From awareness to conversion, we set out 3 capacity than competitors, in 5th place in stages of communication: OH Effect (teaser); % % awareness rate vs. competition (256% less Hello (Launch) and Lead. The teams were +268 +159 that Seat Ibiza) and in 4th place in sales able to create great integrated solutions such Followers on Social Sales volume for its auto segment (107% less as TV content generation and interactive Networks Growth than Renault Clio). OOH linked to the Facebook campaign.
• Employ the best of each brand – The 3 Dentsu Aegis brands worked together Posterscope, Carat and iProspect – and and delivered the most cohesive campaign work as one to deliver the best output. we have ever made. 40 Eletronics| AR | Content Generation Fravega Pioneering solutions that drive industry leading results-larger budget
The Challenge The Strategy The Results
We wanted to understand what´s the best We selected a thematic universe. We combination of content variables for each analyzed their direct competitors, as well as product category: We knew that the time that other players that published technology takes a person to make the decision of related content, such as specialized tech % purchasing a washing machine is not the media and tech developers (Microsoft, +57 same time that for buying a cellphone and so, Samsung, etc.). From the survey, we built a CTR for this reason, we had to develop different series of assumptions about the type of creative paths to match user’s behavior on creative work we should develop, and each category. projected all the variables to be tested, building around a total of 500 creative pieces. The aim of the client was to renew their % creative pieces; our goal was to multiplicate We did a gradual implementation, isolating +450 +65 the number of variables to test and build a one single variable at a time to be tested, in Pieces of content Sales Increase stronger learning on how they help to get more order to identify the best performance piece of created conversions. content for each category.
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Linkedin.com/in/alexnielsen Mob: +45 20650046 Email: [email protected] www.iProspect.com