Our challenge was to deliver greater visibility in the search market for relevant and corporate gift phrases, so that enquiries and ultimately sales online increased.
Being a new business unit with M&S, we needed to start at the beginning and gather insight into the audience personas. By understanding the audience, we would be able to target them more effectively.
Who are they?
Where they lived?
How are they described?
What were their likes & Interests?
What were their motivations and digital capabilities?
Why would they buy from M&S Corporate Gifts?
We used email marketing for big seasonal campaigns like Christmas, which was supported by blog content and distributed socially, in particular on LinkedIn. This helped to bolster awareness within the corporate audience and were supported by display ads with clear CTAs to drive conversions.
Traffic volume and sales increase year on year.
We worked on the account for over three years, during that time we saw traffic volumes increase YOY. There were massive peaks in conversions off the back of our seasonal campaign activity with some product ranges completely selling out!