Swift & Co|
Case Study 1 – Teapigs
Created by two founders in 2006 Teapigs has grown into one of the UK’s best-loved loose tea brands with over 60 Great Taste Awards and a mission to get the nation drinking real tea again.
We were tasked with improving the ROI on their online paid advertising (PPC, Google Shopping, Facebook adverts).
By consulting very closely with Teapigs on different online paid channels we have increased sales and raised brand awareness.
We were able to significantly increase Teapigs sales year-on-year. Also, We introduced them to new advertising channels including Facebook and Google Shopping.
- Video production
- Google Shopping
- YouTube Ads
- Facebook Ads
Results (Year-on-Year Dec 15-16):
- Revenue has increased by 15%
- SEO revenue has increased by 83%
- Conversion rate increase for Organic traffic of 126%
- Conversion rate increase for Direct traffic of 444%
We identified issues within the setup of existing advertising platforms, implemented changes and optimised them to improve performance.
By analysing the data from Google Analytics, we were able to create successful seasonal campaigns to push specific tea flavours.
It was important to adjust our approach every month to match consumer buying trends.
By split testing ads across multiple channels, we were able to take a data-led approach and adjust our advertising campaigns accordingly.
Case Study 2 – Swift & Co
Born out of three generations of shoemaking heritage, in the home of British shoe manufacturing; Burnley, East Lancashire.
Award-winning Swift & Co shoes contain a unique patented interlocking shock-absorbent mid-sole that can provide up to 38% more shock reduction compared to like-for-like shoes.
We were tasked with devising a marketing strategy that would provide a clear route to market.
The old marketing strategy focused on the style of the shoes and meant competing with a saturated marketplace of footwear fashion brands.
The new marketing strategy that we have implemented places emphasis on the unique selling proposition of the shock-absorbent soles which combine style and comfort.
This new marketing strategy targets the healthy footwear sector instead of competing with fashionable footwear companies. By changing the target market Swift & Co is now placed at the forefront of the healthy footwear market.
A promotional video was produced that displayed Swift & Co’s stylish shoes and how the patented interlocking inner sole fits together.
The video also showed the testing of Swift shoes under laboratory conditions and the shock-reducing benefits that the shoes can bring.
The promotional video is now prominently displayed in the homepage slider.
Once the photography was completed we increased the size of the footwear on the website to give them greater prominence.
As a brand, Swift & Co now has a clear, defined route to market. The brand and website are now focused on the unique benefits of the Swift sole.
- Video production
- Product photoshoot
- Web design
- Creative content
Case Study 3 – Kanuka
St Albans based Loose Leaf tea specialists Kanuka has over 40 speciality teas from around the world to choose from. Kanuka supply blends of a far superior quality compared to standard bagged tea, often with added health benefits. This is because whole leaf teas produce a fuller, fresher flavor, which is unmistakable in both taste and aroma.
They have a tea house in St Albans and an online eCommerce website selling their range of teas.
We were tasked with increasing sales and conversions to their website.
We wanted to push one of Kanuka’s best selling products Matcha Tea. We created a new category page specifically for matcha. This new category page would contain the matcha powder as well as various matcha-related paraphernalia and products; Matcha Starter Set, whisks, holders etc.
We also create a landing page specifically for matcha with content covering ‘What is Matcha?’, ‘Health Benefits’, ‘Production’ and ‘FAQs’. We also produced a ‘How to prepare Matcha’ video to educate people.
As well as selling loose leaf tea, Kanuka also supplies tea in either a Caddy or as Teabags. On each product page a dropdown menu allowed the user to purchase the tea as loose leaf, caddy or teabags. These options weren’t immediately obvious, unless the user was on the product page.
We felt these options should be made more visible for each tea category page with all purchasing option available for display. We also felt some of the product names needed to be more descriptive and highlight the individual product benefits.
We saw a large uptake in online orders. Matcha Tea Kits sold particularly well.
- Video production
- Google Shopping
- Call to action cards
Case Study 4 – Exocet
Exocet is the trading brand of Fuel Additive Science Technologies Ltd (FAST) – one of the UK’s premium manufacturers of fuel additives. Historically, the majority of FAST’s sales have come through supplying fuel resellers, with a large percentage of its products being white-labelled.
We were tasked with assisting FAST’s sales team in breaking into new vertical markets, selling more Exocet-branded product directly into “end user” businesses.
Before approaching new markets, we needed to refine Exocet’s corporate identity, ensuring that the company’s image and tone reflected its market-leading authority, across all touch points:
- corporate literature
- product packaging
- vehicle livery
- exhibition stands
- press releases
- social media
The ultimate aim of our marketing strategy was to generate sales leads either directly through initiatives such as email campaigns or by driving traffic to specific conversion points on the website.
A calendar of initiatives designed to systematically test the responsiveness of each new market and to establish Exocet’s authority therein was created. This strategy integrated the following channels:
- Email campaigns tailored to each buying persona
- Content to be produced and published via the website
- Ongoing social media engagement in specific groups (LinkedIn and Twitter)
- Content to be produced and published via bloggers and industry-specific publications, identified via research and our database of over 10,000 UK media contacts
- Exhibiting at key industry shows such as edie live (sustainability live)
Due to the diverse range of applications and the technical nature of FAST’s products, our first point of call was to map out each product in terms of industry, application, benefits, etc.
This exercise led to the creation of a visual system which has streamlined the way in which these products are identified and sold. Not only has this made life easier for FAST’s sales team but it has helped to make Exocet stand out against its competitors.
Web Design and Development
Based on our research, we built a new website designed to generate sales leads by demonstrating Exocet’s insight into the challenges faced by each specific “buying persona”, via individually dedicated “industry sector” pages.
The site was optimised and analytical goals were established to enable accurate performance monitoring.