Garden centre chain Notcutts and digital agency Crafted have every reason to celebrate after scooping a national retail marketing award for their innovative Christmas campaign.

The retailer, which has 18 garden centres across Britain, and its long-term online marketing partner picked-up the award for Best Use of Search – Retail at the coveted UK Search Awards. The accolade recognised work to enhance the visibility of Notcutts’ website over the 2013 festive period with a creative search marketing campaign to create the UK’s first Santa’s Grotto Street View.

Crafted, which specialises in web and software development, search marketing, Conversion Rate Optimisation (CRO) and User Experience (UX), used the seasonal display at the Notcutts Norwich store to create the virtual tour, enabling Christmas shoppers to explore Santa’s hide-out on Google Maps.

The creative walk-through was featured on numerous technology websites and even caught the attention of Google, which shared the Street View to its 4,454,283 Google Maps followers on social media.

Samuel Crocker, one of this year’s judges, said:

“Crafted’s entry showed the best combination of innovative strategy, which really tapped into the holiday spirit, and with stand-out results. It’s also worth noting that this was the highest scoring entry across all entries and categories.”

Along with gaining product reviews on prominent blogs and carrying out a series of enhancements to the Notcutts website to maximise its search engine visibility for Christmas related terms, the campaign led to a 30% boost in organic revenue over the festive period.

Ian Miller, Search Director at Crafted, is thrilled with the agency’s success. He said:

“The UK Search Awards are the industry’s largest and most respected awards, so we’re delighted to take home the retail accolade, especially with the likes of Argos and Hewlett Packard also vying for the title. Notcutts are a fantastic brand to work with, and I’m proud of my team for all their hard work.”

Adam Butler, Website Manager at Notcutts commented:

“Crafted’s creativity and hard work ensured that was visible to our target audience over the competitive Christmas period. The Santa’s Grotto Street View campaign exceeded all targets and we were delighted with its effects on revenue.”

Crafted has worked with Notcutts since 2010, when the agency was appointed to provide search marketing and digital consultation ready for the launch of its new online store. Over the last four years, Crafted has delivered a number of online marketing services for the chain, including Search Engine Optimisation (SEO), CRO and social media strategies.

Published on: 11:24AM on 2nd December 2014