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Social Campaigns for a British BrandJune 2015
Founded in 2013 by lifelong friends Hugo and Charlie, Taylor Morris is a British eyewear brand based in London. Well known for his starring role in Made in Chelsea, Hugo and co-founder Charlie combined their mutual passion for sunglasses to create a brand which conveyed their mutual adoration for classic design imbued with a modern eccentricity. Their collections are stocked globally in stores including Harvey Nichols as well as their growing online store.
Alongside global blogger outreach, Taylor Morris required Red Hot Penny’s Social team to expand their worldwide reach on social media, focusing on UK, USA, Australian and UAE markets. Taylor Morris asked Red Hot Penny to establish a strategy across organic, paid and user generated posts.
Red Hot Penny began by reviewing Taylor Morris Eyewear’s current social media efforts, looking at their Facebook and Twitter pages specifically. With the brand’s already strong lifestyle approach, it was important to start accommodating sales/product posts into the strategy as their main social media aim was to increase sales.
User Generated Content (UGC) was implemented to encourage existing fans using a campaign named #LifeThroughTheLens. This campaign encourages fans to send Taylor Morris images of what they can see through the lenses of the sunglasses. The response has been excellent with over 50 existing customers sending images, all of which Taylor Morris could use. The campaign enabled the brand to speak to their customers directly and show their appreciation for their continued support and generated inspirational content at the same time.
In addition to daily organic posts and UGC, our social team created targeted Facebook page like ad campaigns to go out across the desired countries. Separate campaigns were launched for each market as well as a mixture of unisex, male and female aligned adverts. The aim was to increase exposure of the Taylor Morris brand across the globe, targeting existing customers of their competitors and retail brands of similar values.
A suggested spend was approved, allowing the UK campaign to reach up to 17,000 people per day. For the USA campaign, we made the criteria more focused, adding more specific interests including Cutler and Gross, Ray-Ban and Sunglass Hut. With the approved spend, the men’s and women’s campaigns had the potential of reaching over 24,000 Facebook users in America.
A similar approach was taken when setting up the Australia and UAE campaigns, separating them out into male and female audiences and filtering the competitors depending on their popularity in those countries.
Through Red Hot Penny’s involvement in the Taylor Morris social media campaign, there has been a 10.6% increase in followers. This has exceeded the client’s expectations significantly. The highest performing page like ads resulted in almost 200,000 impressions, costing Taylor Morris an impressive £0.02 per impression.
Taylor Morris have been extremely happy with the overall performance of the user generated campaigns, adding more opportunities to the strategy for 2016. Competitions, give-aways and event coverage are important aspects of future campaigns, growing the following and website traffic during the campaigns.
Localisation on a Global Scale for a Big BrandMarch 2016
Lowepro was founded by Greg Lowe in his small garage in Colorado in the 1960s and has grown rapidly to become one of the world’s leading photography brands through its innovative and hard-wearing camera equipment designs. Their range of products have an amazing reputation and are used by amateur and professional photographers and videographers all around the world.
Localised website builds
Traditionally retailing in the UK through resellers such as Jessops, Currys and independent camera shops, Lowepro tasked Red Hot Penny with creating a website that would primarily act as a marketing tool to build on its UK brand presence, whilst also giving UK consumers the choice to buy directly from Lowepro themselves. Since then, we have been given an additional project by DayMen (the Canadian parent company of Lowepro) to develop and launch both their French and German localised versions of Lowepro.co.uk including all the translation work involved.
Alongside the translation work for Lowepro’s new websites, Red Hot Penny are producing English, French and German content for Lowepro’s Amazon+ store. Our internal translators have been juggling the content translations tirelessly while still ensuring the Lowepro tone of voice is present.
Red Hot Penny created Lowepro’s bespoke UK ecommerce website that featured strong brand alignment with Lowepro’s other global websites, including their popular US site. The design of the site was largely lifted from Lowepro.com and hand-ported by our developers to our platform, MetaCommerce. Providing technical support and consultancy to the UK and US Lowepro teams throughout the project, the development of the website also included technical integration with Lowepro’s current fulfilment systems Cindercone and Magma.
Lowepro is also the first client to launch on the brand new version of MetaCommerce which is being redeveloped from the ground-up to be mobile responsive and even more extensible using HTML5, CSS3 and Microsoft MVC. The difficulty of building three websites at once and keeping them uniform with their look and feel was an obstacle. Tailoring the different languages to their individual audiences took time but it has been an awarding project.
The UK website project was considered a success by the client, who then commissioned subsequent phases that included the development of sites for both France and Germany. All translations so far have been well-received and is on track to being completed within the desired timeframe.
Lowepro have also been extremely pleased with the high-level of writing provided by the Red Hot Penny content team for their Amazon+ content. We have been working with Amazon on Lowepro’s behalf to create their Amazon+ store to be used as another portal to market their product.
“As the first major localisation project for Lowepro it was really important that we used a vendor who understood the complications of integrating a UK website into the larger business from both a marketing and logistical perspective. Everyone at Lowepro has been impressed with the service and the intuitiveness of the systems we have been introduced to.”
Natalie Littlehales, Digital & Ecommerce Marketing Manager
Paid Ads for Larsson & JenningsMarch 2016
Larsson & Jennings creates contemporary watches that draw inspiration from fashion and designs of their native Stockholm and London. A touch of classic British aesthetic and a dash of Swedish minimalistic design come together to create bespoke, handmade, Anglo-Swedish watches for men and women. The contemporary brand appointed Red Hot Penny to support the business’ ecommerce operation and further develop their impressive rapid business growth.
In response to the brief, Red Hot Penny launched PPC campaigns for Larsson & Jennings covering a range of global territories. Countries we run campaigns for include:
- Hong Kong
The campaigns cover brand, generic and Google Shopping as well as the alternative search engine, Bing. Our PPC team managed the campaigns, adjusting and modifying them to gain a high ROI for the client.
Alongside PPC campaigns and Google Shopping, we run remarketing campaigns for Larsson & Jennings with the aim of attracting customers back to their site who have previously visited but have not purchased an item. The remarketing ads are designed to the clients branding and imagery, and target people who have already heard of Larsson & Jennings, who just need an extra push to buy.
Through our global paid advertising campaigns Larsson & Jennings have an increased revenue for Q4 2015 of 145% with a 65% increase in net profit in the same year. In total, we have achieved an impressive 8.5x ROI for PPC.
Social Media for Travel MarketMarch 2016
Red7 is a leading hen & stag company, established over 18 years ago. Over the last 18 years they have arranged more than 30,000 hen and stag parties in locations all over the world. Following a competitive pitch process, Red7 appointed Red Hot Penny to increase their market share through a dynamic and creative digital strategy.
With the main aim to position Red7 as ‘the group travel specialists’, our social and content team created a plan of action to relaunch Red7 to their new and existing customers. With the company’s new website launch imminent, it was the perfect time to introduce their new voice and establish themselves as market leaders.
Managing multiple platforms including Facebook, Twitter, Google+, Pinterest and Instagram, we completed an analysis of Red7’s current following and what their interests are. Due to the nature of organic social media management, it was important we produced some newsworthy and shareable content for Red7’s social platforms. It was important to produce content that their followers would share with their friends, improving their engagement and likes/followers.
The posts were actioned at specific times of day to ensure they received the highest number of views and daily updates were made. Alongside, the organic posts, we assigned budget to boosted posts which would be rolled out to target potential customers and people who are interested in hens, stags and weddings.
Paid Search for LipsyMarch 2016
Founded in London in 1988, Lipsy began trading as a wholesale fashion brand, going on to open concessions in department stores. In 2006, Lipsy.com was launched and has since become one of the UK’s favourite online fashion destinations, resulting in its acquisition by retail giant Next in 2008. Their celebrity collections with multiple famous faces has secured them in the market as a high profile, respected brand and a leader in the highstreet fashion industry.
Lipsy approached Red Hot Penny to completely recreate and relaunch their pay-per-click campaigns, with the aim of improving PPC return-on-investment to 10x. Overall, our PPC strategy for growth consists of increasing share in existing brand traffic and increasing new business through generic traffic, this strategy was implemented for Lipsy.
The overall objective of the PPC campaign initially was to move away from the main brand term of “Lipsy” which generated the vast majority of the revenue at the time of launch. We then aimed to funnel this spend into growing the non-Lipsy brand keywords whilst maintaining a healthy ROI figure for the overall campaign.
Red Hot Penny’s PPC team began by recreating all of their campaigns and reorganising their AdWords account to become much efficient and cost-effective. Because of the nature of the brand’s industry, promotions and discounts needed to be applied in very narrow time frames. This meant our PPC specialists had to act fast and add these campaigns quickly.
We conducted a complete review of the past campaigns, looking at all landing pages, keywords, geographic data and device data to ensure we were educated in the nature of the account.
The PPC team wanted to keep an eye on competitor keywords on a regular basis to ensure Lipsy was keeping up with their fast-paced industry. The competitor reviews included ad copy, landing pages, how many adverts are running and much more. Keeping our finger on the pulse of Lipsy’s competition is important when it comes to the overall performance.
New collection launches and promotions were an important part of the Lipsy PPC campaign, as well as topical seasonal changes including Summer sales and Christmas discounts. All ad copy and campaigns were monitored and analysed for weekly and monthly reports.
Google Shopping and Bing campaigns were launched recently, with the campaigns growing considerably on a weekly basis.
Results have been increasingly impressive, achieving ROI of 20x in June 2015 alone, and over 15x on average this year. Exceeding the target by 5x overall. Revenue resulting from PPC campaigns are up 90% YoY in the last Quarter, June through to August, while profit generated through their online store is up 220% YoY in the last Quarter.
Launching The World's First 30 Day SmartwatchMarch 2016
Vector Watch designs and develops wearable technology for the modern consumer. They are committed to delivering the highest quality of craftsmanship, by combining impeccable design and exceptional materials with cutting edge software.
The smartwatch brand tasked us with delivering a complete end-to-end solution for the business through our Connected Commerce model. This approach integrated all key services, including Creative, Ecommerce, Digital Marketing and global Logistics via SEKO.
Brand Discovery and Implementation
Vector already had a strong product offering, they just needed an agency to establish an equally strong brand identity that could be communicated to its customers. Our Creative Director worked with Vector on defining their core values and unique selling points, extending their brand guidelines across the digital landscape in the process.
Full PR and Social Management
Our PR team were tasked by Vector to handle all press and blogger communication, sample allocation and press release distribution. An integrated social strategy was developed to support press activity by sharing secured coverage, while also communicating with Vector’s growing followers. The aim of our social strategy was to ensure strong interest for the full product launch and secure pre-orders.
In preparation for launch, our creative and production teams created a pre-order microsite to facilitate the product launch in Switzerland and early consumer demand. The microsite featured still life product imagery to showcase the collection, while full product descriptions explained the many impressive features and functions.
London and New York Launch Event Support
In preparation for the official launch to consumers, Red Hot Penny’s Digital PR team fully supported the Vector Watch press launch event in London and New York. We were tasked with managing the overall success of the event and ensuring the complete guest-list attended so we could gain the most online coverage possible.
Creative Direction (Campaign Shoot)
Working closely with Vector’s Marketing Director, our Creative Director produced the launch campaign imagery shoot with photographer Christopher Jeney. We also oversaw the creative direction of all product CGIs, videos and visual assets created to support both launch activity and website.
Red Hot Penny designed and built Vector’s first UK and US responsive ecommerce stores, with full integration into SEKO’s global DC’s via our ecommerce platform - Metacommerce, giving them the possibility of shipping to over 40 countries worldwide at launch.
The fully responsive site merged cutting edge design with technological flair, fully optimised for both conversions and devices. We lead with a fashion-first approach, blending creativity with technology to represent and position the brand as a market leader in wearable tech.
A Connected Commerce Solution
From event management to ecommerce, our Connected Commerce solution empowered Vector with a streamlined launch process, allowing them to concentrate on the business operations and strategy without the complexities of multiple agencies needing to work together in different locations.
Following launch, the Vector Watch website saw:
- 267 pre-orders completed and 100 website sales received after launch
- Orders completed from a total of 41 countries including UK, USA and Romania
- 590 customer service queries responded to positively by our internal team
- 78,734 sessions since launch 61,083 users 233,721 page views
Date range: 16th Sept to 22nd October
Through our outreach, Vector have been featured in over 300 articles since the initial launch event.
A snapshot of publications include:
- BBC News
- Marie Claire
- Digital Trends
- and more…
The London launch event was a huge success, publications in attendance included:
- and more…
“I had a great time at the Vector Watch launch. The demo staff were all exceedingly helpful and they gave me all the information I needed to get started with the Luna. The venue was also really well matched with the style of the product – the views of London were fantastic and the hotel’s smart setting really helped reflect the quality of the watch.”
Katherine Byrne, Senior Reporter at Expert Reviews
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