Integrated Campaign

uksearch_2012

UK Search Awards 2012

Winners of the Best Use of Search (Travel) award for our work with Warner Leisure Hotels in the 2012 UK Search Awards.

Brief

  • Increase SEO non-brand traffic by 35%
  • Optimise PPC to reduce CPA
  • Increase AOV from affiliates
  • Retarget booking drop offs

Strategy

  • Extensive link building strategy
  • Fully overhauled PPC account
  • Identified PPC and SEO gaps
  • Streamlined the affiliate programme
  • Segmented retargeting using creatives and messaging

Results

  • SEO non-brand ROI of 33:1
  • SEO non-brand traffic increase of 90% YoY
  • PPC conversion rate 11% above the target set
  • Affiliates AOV increase of 18%
  • Display retargeting ROI of 130%

Social Media

Challenge

Establish a presence for Warner on social media by setting up and fully managing the brand’s social media pages on Facebook, Twitter and Pinterest

Audience

New and existing Warner holidaymakers aged 50+

Approach

Monthly multi-channel content plans were created to establish identity and create cohesion between the three pages. A social media photo competition was created to complement vibrant content and full on-page customer service management

Results

  • Facebook page likes up from 26 to over 2,900 within three months, with monthly on-page engagement up from five to over 1,300 users
  • Overall brand mentions / buzz online increased by +190%
  • Total positive online mentions up +135%

“I am astounded by the results the team has delivered across our Social channels… I felt that I was in safe and capable hands and would highly recommend”
PR and Social Media Manager, Warner Leisure Hotels