Objectives & Key Challenges
The objective was to create and execute a digital marketing plan that would enable interface in generating awareness to increase the organic growth of the brand and help direct the audience to the right content.
Interface was not utilising any digital channels to drive specific audience interaction; they had tested channels with little success due to experience. They wanted to explore a range of digital channels from Display, Social to Video to understand which channels were most effective.
They wanted to focus on key objectives from driving users to specific content and landing pages across all European counties. They also wanted to get users to download specific reports around community and sustainability whilst gathering new audience data.
We developed a detailed Digital Marketing Strategy that used specific 1st party data to target the core audiences on an array of targeting options from creative, ad format through to demographics, interests and their online behaviours.
The strategic approach enabled us to carefully select the appropriate channels to deliver on the objectives. These channels included, Paid Social, Display, SEO, and Video.
We focused on ad formats based on the creative tools they had, mainly video and image creative. We selected key ad formats that would capture data but also drive their audience to key landing pages with specific tracking in place.
The increase in online search through SEO has seen significant keyword wins and an increase in related keyword traffic to site against their competitors.
Brand uplift has grown massively with organic reach coming as a knock-on effect of the digital activity.
We delivered 50% below our initial forecast for report downloads achieving x2 as many report downloads for the community guide.
We saw a 89% conversion rate for landing page views for specific campaigns driving users to specific landing pages.
Video has been the most effective creative with over 3 million video creative views in just 2 months.
Core Channel Mix ££
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