MEDIA - DIGITAL - PR
We live in a connected age – where channel choice lays in the hands of the consumer. They are increasingly channel agnostic, and so are we. We’re a channel agency, strategically led, where our team have their specialisms, but aren’t defined by them.
Our clients benefit from the data and results obsession of a digital agency, the brand ambassadorial and ideation of a PR agency, and the resource, scale and planning of a media agency. And we benefit from our clients’ expertise too.
Sounds obvious right?
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Limitless Digital
Driving Ecommerce growth through TV advertising
THE CHALLENGE
Limitless Digital own two leading brands; Big Bathroom Shop and Best Heating as mature brands in their space, the business objective was rapid growth with clarity on their 5-year target.
Their digital marketing had hit a glass ceiling and growth was not going to be achieved via digital channels only.
They needed a strategy for growth.
CREATIVE STRATEGY
Having undertaken an extensive piece of research we identified that only 11% of people were considering changing their radiator. That led us to a deeper analysis of the market and audience which highlighted a huge opportunity to create awareness and interest in radiators, shifting a market, beyond just promoting the brand. Leading us to the underlying strategy of the ‘forgotten radiator’.
THE SOLUTION
Using our DISCO model, we spent a month working with them to maximize insight from their data, understand the customer route to market and ultimately build a channel agnostic strategy for growth. Our strategic outcome was focused on our Hygiene – Hub – Hero model which prioritizes spend and redistributes budget to ensure the marketing spend is specifically focused on the KPI’s. The outcome was an investment in PR and media. This saw us launch an annual PR strategy alongside activating a print, homes media market campaign and in Autumn 2020 the client launched on TV for the first time.
THE OUTCOME
155% Growth year on year
4 X ROI
7 X Increase in annual TV spend since initial trial
Granular media investment
Granular media investment, working in accordance with the clients 17 trading periods, we produce bespoke media investment campaigns based on product, target audience and time of year, moving the client away from broad brush marketing and also helping them prove media investment drives retail footfall.
Ryobi – 113% Increase in Sales for Christmas
THE CHALLENGE
WE WERE TASKED WITH BRINGING RYOBI BACK TO MARKET IN A BUSY CHRISTMAS PERIOD, CAPITALISING ON THE ‘GIFTING SEASON’.
From our previous campaign experience with Ryobi, we knew our share of voice would be strong in the market and that we could drive sales in the lead up to Christmas.
We needed reach, fame and engagement to promote a “Spend £89.99 and over on a Ryobi ONE+ starter kit this Christmas to claim a free ONE+ tool” offer in their “12 Tools of Christmas” campaign.
TO DELIVER SCALE AND REACH TO AN UPMARKET MALE AUDIENCE WITH AN INTEREST IN THE HOME AND DIY, WE NEEDED HIGH IMPACT AND ENGAGING CHANNELS TO DRIVE GENERAL BRAND AWARENESS OF THE PROMOTION.
With high reach impacts and impressions as a key objective, we deployed multi-channel TV and interactive BVOD on a national scale during all dayparts. We partnered with TI Media across their homes portfolio of brands digitally with pre-roll video, digital display and social amplification. We layered on digital channels to further extend the campaign across Paid Search, GDN and YouTube ensuring we were highly visible when in campaign.
RESULTS
139% - Increase in users
46% - Increase in sessions
113% - Upilift In sales
7000 - Redemptions of start kit promotion
TOM LEATHER, UK MARKETING MANAGER AT RYOBI HAD THIS TO SAY:
“We have developed a long-standing partnership with Boutique, built upon their delivery of exceptional results across media buying, digital and PR. Our Christmas multi-media campaign was our best yet, far exceeding our forecasts. Boutique not only delivered us incremental media value but also went above and beyond to help us execute the campaign.”
New Nordic – Delivering 1408% KPI Increase
New Nordic is a Swedish-based company with a unique knowhow in medicinal plants. New Nordic develops and markets effective herbal dietary supplements, as well as cosmetics, to satisfy specific health and beauty needs.
THE CHALLENGE
Devise a PR strategy to raise awareness of the brand’s major new skincare line – Beauty In & Out
Secure brand media exposure in news outlets, whilst achieving product coverage in health and lifestyle titles
Drive increased links to NewNordic.co.uk to drive direct traffic and increase its overall site authority and SEO visibility
THE SOLUTION
The focal point of our PR campaign is the ‘Dream Job’ – getting paid to be pampered!
A creative initiative, whereby one lucky person gets paid to test the latest award winning skincare products
Coupled with a year’s supply of beauty products – the perfect antidote to the stress put on the body in current pandemic
Only recently launched, the campaign is receiving applicants from across the UK
RESULTS
174 Pieces of coverage (and counting)
171 Links
1408% Increase on KPI
92% Of links included a link
50K Print circulation
29.3M Online circulation
Reaching Dream Publications via Digital PR
THE CHALLENGE
To launch abnormal.’s media presence in a saturated health and fitness sector, focusing on both the health and lifestyle elements of the product
The core challenges when appointed, included:
Generate high-profile editorial exposure in national, lifestyle, health, fitness and regional publications
Promote the products and translate the positive impact it can have on improving quality of life
Highlight abnormal.’s multiple USPs Be at the forefront of health and fitness product recommendations
Tap into increased consumer spend in meal replacement shakes Position abnormal. as experts Drive sales and increase online presence
THE SOLUTION
New product launch
Writing copy for the press releases and accompanying blogs
Spoke direct to key journalists and influencers to trial the product for themselves
Worked closely with abnormal.’s nutritionists to produce reliable, informative content Campaigns such as ‘The Unhealthiest UK Career’ to build brand / product awareness and authoritative links
Creatively working on features to further elevate the brand awareness such as TikTok Health Trends, Top 10 Google Health Queries, How Healthy Are We?
Used abnormal.’s internal questionnaire for bespoke data
RESULTS
121 Pieces of coverage
83,701,449 Online Circulation
1 Regional syndication
86% Link inclusion
19 Journalist product trials
13/15 – Dream Publications acheived
Trade Furniture – 48% Up on ROI year on year
Specialists in mango wood furniture, Trade Furniture Company pride themselves on offering premium quality, solid wood furniture at affordable prices.
THE CHALLENGE
Predominantly focussing on ecommerce sales, Trade Furniture Company required a results-driven strategy that would deliver a combination of a brilliant ROI and ever-increasing brand awareness throughout 2020.
Arriving at the critical time of their marketing schedule, Trade Furniture Company needed their PPC traffic work harder than ever through the spring and summer.
THE SOLUTION
Throughout Q2 and Q3, Boutique ensured the Trade Furniture brand were front and centre with intricately managed shopping and search campaigns.
High profit products were at the forefront of our strategy throughout this campaign, which was demonstrated with fantastic year on year growth at a critical moment of market uncertainty.
RESULTS
20% decrease in CPA
59% up in revenue
77% increase in conversion rate
35% increase in conversions
48% increase in ROI
Reviews
the project
PPC & Media Buying for Manufacturing Company
“BOUTIQUE’s efficiency is impressive; they work like a well-oiled machine.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the head of marketing at a manufacturing company in High Wycombe.
What challenge were you trying to address with BOUTIQUE?
Before engaging with BOUTIQUE, we were working with another PPC agency, but I felt their performance could be improved. We happened to know about BOUTIQUE around that time, so we decided to move from our vendor.
What was the scope of their involvement?
We’ve been working with BOUTIQUE on our PPC efforts for around two years. Initially, we needed them to understand our business and some challenges we were going through. Due to this change in our business, our brief wasn’t set but rather fluid. We expected them to come up with ideas and proposals because we were looking to target people we weren’t targeting before.
Since then, they’ve been managing and executing our PPC strategy on Google Ads and Microsoft Ads as well. As part of our business model, we offer our customers marketing support. Thus, BOUTIQUE also helps us run campaigns for our clients on Facebook, Instagram, YouTube, and Pinterest. In addition to PPC services, we’ve recently started working with BOUTIQUE on media buying to support our advertising through third-party publications.
What is the team composition?
On the PPC side, we’ve worked with Martin (Account Director), an account manager, and 1–2 other people. On the media side, we’ve worked with Sophie (Account Director) and two other people.
How did you come to work with BOUTIQUE?
BOUTIQUE had worked with an indirect competitor of ours, so we knew that they had knowledge of our industry. When we were working with our previous PPC agency, they sent us an email, which was perfect timing. Of course, they had signed an NDA with this company, so they ensured that contacting us wasn’t a conflict of interest. After that, we engaged in a conversation and took it from there.
How much have you invested with them?
We’ve spent between $50,000–$100,000.
What is the status of this engagement?
We started working with BOUTIQUE in October 2020, and our engagement is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
We’re very happy with our partnership with BOUTIQUE. They perform very well, and they’re very engaged in what our business is doing.
How did BOUTIQUE perform from a project management standpoint?
BOUTIQUE is very organized, and their processes are laid out very nicely. Every month, they provide us with reports on how the campaigns are performing. I’ve also given them the freedom to optimize low-performing campaigns and tweak their budgets within the parameters I’ve set.
Additionally, we have fortnightly Microsoft Teams meetings to touch base and talk about upcoming projects. During those calls, we talk about current projects, and I give them business updates to change campaigns if necessary. We also have quarterly in-person meetings to take a step back and look at our partnership from a wider perspective. We use Google Docs to look at our media spend, control the project, and see the PPC work in progress.
What did you find most impressive about them?
BOUTIQUE’s efficiency is impressive; they work like a well-oiled machine.
Are there any areas they could improve?
No. We’ve been able to address every challenge we’ve had.
Do you have any advice for potential customers?
BOUTIQUE wants to learn your business the best they can, so give them as much information as possible about your requirements and let them get involved; after all, they’re the experts.
The client is very happy with BOUTIQUE’s great performance and proactive interest in their business. The team is very organized, communicative, and collaborative, both in person and through virtual channels. Additionally, their processes are very efficient and well-planned.