G-Plan is a manufacturer of sofas looking to build brand awareness and drive traffic to both their website and independent retailers.
With a limited budget we had to overcome geographical anomalies while implementing a structured plan to deliver the correct level of support and justify the cost of any media used.
A key objective was to deliver a branded TV commercial to the target audience of 40+ ABC1 adults living within a 10 mile radius of key independent retailers. From here, we layered further activity to enhance the campaign.
Within the strategy, we had to factor in the client’s relationships with retailers, ensuring they all felt supported to an equal level.
We aimed to maximise the ad spend by constructing an integrated media plan that exploited the relationship between broadcast, offline and online.
The overall strategy was to support key independent retailers over the key Christmas and New Year selling period using the power of TV, online and door drops. In essence this was a national campaign but with a limited budget so we focused on hyper local activity around each key retailer.
A TV campaign on ITV3 ensured coverage for all retailers and was supported by an ITV1 campaign for areas containing the highest density of independent retailers.
An added door drop to ABC1 homes within a 5 mile radius of the 48 retailers not covered by the ITV1 campaign, was scheduled for the second week of the TV activity during the busiest part of the Christmas/New Year sofa market.
With a TV ad at our disposal, we implemented a national online video campaign partnering with the Teads native video network; a network of thousands of website used to target the ABC1 40+ audience whenever they were online or on the relevant website.
To complement this, we also suggested a national ‘Carousel Advert’ campaign within Facebook (to include the 48 retailers not included in the ITV1 campaign) and also used custom audiences to remarket to people who had already visited the website.
The primary metric for success from video was views achieved. Teads performed well for increasing brand awareness and driving traffic to the website.
Facebook worked extremely well for driving traffic and achieving a high ratio of stockist search goals, well beyond our expectation.
The client reported a 14.9% uplift in sales year on year as a result of the combined campaign activity.
It has been harder to get specific data from the independent retailers, however the client reported several had come back and reported a higher increase in both traffic to store and an increase in sales of G Plan sofas. As part of the aim was to build better relationships with the independent retailers, this was regarded as a triumph.
YOY Comparison – The table below demonstrates that our campaign outperformed the previous year’s activity with a 608% increase in stockist searches and a 76% decrease in the cost per goal for stockist search.
|Cost Per Goal||£150.21||£36.14|
|All Website Goals||986||3313|