Net Media Planet stood out from the crowd in terms of talking our retail language and being energized by the exciting opportunity ahead; to establish our strong high street brand quickly, and firmly, into the online arena.
Background
The Perfume Shop had decided to invest in TV advertising for the first time and a campaign based on specific fragrances was scheduled around the X Factor. Online activity needed to integrate with the TV campaign to optimise sales.
Objective
To maximise profile and awareness generated by TV activity; to deliver high levels of clicks and to maximise the conversion rate.
Our Approach
Using our proprietary platform, Mercury, copy and keywords for featured perfume brands were matched to the TV campaign and online activity was designed to increase share of voice around the TV ad schedule. We exploited Google paid search feature sitelinks for the target perfume brands. Clicks were directed to tailored “as seen on TV” pages for each brand.
Results
Over the 2 months of campaign activity, sales increased by a staggering 280% compared to the same period the previous year.
