Fully integrated marketing strategy wins Red7 70% more leads, 150% greater ROI

Content (204), Search Marketing (70), Social (204), Travel & Leisure (69), UK (317), EMEA (356)

Hen and stag do company Red7 rebuilds ads and campaigns from the ground up to grow brand awareness and boost online success.

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Summary

To improve its brand awareness in an increasingly competitive market, Red7 worked with agency Red Hot Penny to implement a holistic marketing strategy with the goal of repositioning itself as the UK’s number one hen and stag do company.

A thorough audit of Red7’s pre-existing digital marketing strategy allowed its partners to advise on the optimal mix of services it would need to achieve its business goals. A blend of paid search, organic search, insights, content, social and PR services helped Red7 carry out its bespoke digital marketing strategy.

Objectives & Aims

Red7 was looking to regain the title of the UK’s number one hen and stag do company. It wanted higher quality leads and more of them in an increasingly competitive market. The brand was also keen to improve brand awareness among its target audience.

Implementation, Execution & Tactics

Red Hot Penny created a bespoke, holistic and fully integrated marketing strategy that includes its paid search, organic search, insights, content, social and PR services. The strategy involved rebuilding ads and campaigns from the ground up, and A/B testing copy for the best conversion rates. Google Click ID tracking was put in place to get closer to understanding the offline behaviour of Red7’s core customer.

A quality backlink profile was also created to boost Red7’s rankings, and tracking codes were added to web pages to see how users were behaving across the site. Rich snippets were added to individual pages to help search engines better understand the information contained on them and of course, take up more results real estate for higher click throughs.

Finally, a team of copywriters got to work on creating the ultimate guides to Red7’s hen and stag do breaks, strictly inspired by trending keywords for a natural SEO boost, with on-brand imagery and interactive maps.

Results

More leads for less: In 2016 Red7’s leads increased by 70% while decreasing CPA by 37% YoY, and top-level return on advertising spend rose from 12 to 30. Red7 and Red Hot Penny continue to work together in the pursuit of even more ROI and even lower CPAs.

The microsite’s a hit: An outreach campaign where a microsite with hen-and-stag inspired emojis generated 1.3 million impressions on social, and was seen by over 1 million unique users. The campaign was covered by publications including Daily Mail, Digital Spy, PR Week, Independent and more. Thanks to the efforts of PR and social outreach, it gained a combined press coverage circulation of over 260 million in total.


Awards

Highly Commended for Best Use of Data at the Biddable Media Awards 2017