The goal with the campaign was to increase brand awareness amongst potential customers and to increase the number of applications for “st1 privatkort” through the customer website. The search campaign was rolled out accompanied by TV-commercials and billboard ads, targeting people between the age of 25 and 60.
Relevant Traffic based the campaign on keywords considered very off topic within the customer segment and industry. Words such as “ordspråk”, “dagens visdomsord” and “roliga citat” were used to attract attention. The thought behind the strategy was to attract people to click on the ads, by having a second meaning and message behind the ad-texts. On top of this each application was rewarded with 100SEK worth of petrol to use at one of the st1 stations.
With the strategy used, expectations of the campaign had been kept low, with zero conversions expected and CTR below 1%. The campaign ended up delivering 12 conversions, 2100 new visitors to the website and a total CTR of 2.64%. Most important, st1 felt that the goal of increasing brand-awareness amongst potential customers had been successful.
Product: Search Marketing
Pizza Hut, mostly know for their specially made pizzas, is an international food chain, with restaurants located all over the world. Before Pizza Hut came in contact with Relevant Traffic, they were offering no services or products online and their homepage served the sole purpose of displaying their menus and the locations of restaurants.
In 2010, Pizza Hut created their Facbook page, with the ambition of promoting events, new restaurants and to make more people visit their website. Lack of internal resources and competence within social media, lead to Relevant Traffic together with the media bureau Manolito to take responsibility for the new account.
Relevant Traffic started out by defining goals and expectations together with Pizza Hut as well as making initial research about Pizza Hut and their target group. Existing ads, competition and plan for upcoming events were analyzed together with tests targeting different geographical areas and demographical groups. New ads were then pushed to potential, local customers in combination with opening of a new restaurant.
Within a few months the number of “likes” had gone from being only a few, to be above 30000 and CPA had been lowered to become only one tenth of the original cost. The results had enabled Pizza Hut to communicate more effectively with their customers and to reach a bigger share of their total customer base.
Client: Pizza Hut
Product: Social Media Strategy
The competition on search engines for finance related search words is tough. This makes the area one of the most expensive within (paid) search engine marketing.
Considering the tough competition, Relevant Traffic and Swedbank focused on finding alternative ways of optimizing search channels. One such alternative was reacting quickly to current world events, something we did when the engagement between Crown Princess Victoria of Sweden and her fiancé Daniel Westling was announced. The day following the announcement we started a campaign with the aim of raising awareness for the fact that Swedbank can help its customers finance their own wedding. We bought search words and related words for the wedding and produced a string of search phrases connected to these.
Traffic from the search engines to the area Save/Invest on Swedbank’s website increased with 40 %. One strong contributing factor was that we, for a while, were alone in acting on the situation. The fact that we acted fast resulted in a minimal competition for the search words and gave a CPC of 43 % of the regular price for Swedbank’s total search engine marketing activities during the same period. The case has been featured in the media, has been mentioned by competitors and at events like SMX (Search Marketing Expo, in the fall of 2009).