In this post I’m going to look at six case studies around multichannel marketing to see how some of the most successful brands in the UK are using this method, including the results they achieved.
Financial Times (Essence)
The Financial Times (FT) wanted to drive a younger audience to engage with its publication, and in partnership with Essence it decided that a multichannel approach was the answer.
Research found that the path to purchase for the FT was longer than that of less expensive products, so a higher frequency of messages was needed.
These messages were delivered through a mix of channels, including digital outdoor displays and video pre-roll through tablet devices to target commuters, display takeovers in offices and mobile video for the lunchtime audience.
- A sustained increase in post click & post impression subscriptions tracked through DFA and a sustained overall uplift in total FT weekly subscription volumes and increased site traffic.
- Visits doubled on the mobile site month on month while OOH media was running.
- 82% average view completion of video media placements – this is quite a bit higher than then the industry average of 74%.
‘What Drives Us is You’ was Autotrader’s first ever integrated trade and consumer marketing campaign.
Autotrader hosted an event at its offices in Manchester hosted by Sky Sports pundit Chris Kamara. It targeted football fans and car dealers on Twitter and encouraging them to support their side to ‘win the ride’.
Tweeters voted either #Red or #Blue to decide the colour of a brand new Toyota GT86 and voting gave them a chance to win the car. After an hour the colour with the most tweets was declared the winner.
- #Red and #Blue tweets received a total reach of 4.5m.
- Vines created in relation to the event achieved 10,062 loops.
- 4,000 new Twitter followers.
- Total reach across all channels was 13.6m.
Jamie Oliver’s Drinks Tube
Bacardi worked with Jamie Oliver Media Group to create an integrated content campaign across multiple channels that Jamie Oliver’s audience would trust but would also meet Bacardi’s objectives.
The partnership aimed to promote the launch of Jamie Oliver’s Drinks Tube, a YouTube channel all about cocktails.
Bacardi’s people and products appeared in native content across all Jamie Oliver media platforms, including the Food Tube channel, jamieoliver.com, social media, Jamie Magazine and mobile apps.
- PR: 351 articles within 24 hours of the launch and 850 within 84 days.
- As of today, Drinks Tube has 201,254 subscribers and has accrued 8.2m views.
- Average retention rate across all videos on 70% above average.
DickiesStore worked with MediaVision Interactive to create content across a number of channels, incorporating onsite content, social media and outreach opportunities.
DickiesStore took lifestyle concept such as dog walking and create a dedicated landing page for it. The landing page would feature various products and blog content relating to that theme.
Then the team integrated those pages into its social media, outreach and email campaigns.
- 1000% organic growth on social media: following grew from 2,000 to 20,000 in just over a year.
- Overall SEO year-on-year traffic increased by 180%.
- Extra 903% in ROI for paid search.
The Monogram Murders was the first Poirot novel to be published in 39 years, so Harper Collins teamed up with Four Colman Getty to make sure the launch got the necessary amount of attention.
The campaign involved bringing to life the fictional hotel from the book via a combination of digital and immersive theatre, including developing a hotel brand, creating a dedicated website, social media channels, digital partnerships and e-newsletters.
The Bloxham Hotel from the novel was recreated and opened as a popup event on the night before the launch date. Brand partners such as Secret Escapes and Trivago promoted the fictional hotel on their sites, along with a number of other key influencers across social media.
- The hashtag #MonogramMurders had a reach of over 569,000.
- Brand tweets in the month of the announcement had over 49,900 impressions.
- The Bloxham Hotel Facebook page had a peak of engagement in the run up to the Poirot reveal of 138,200 total organic reach.
- There were 1086 Subscribers in total to the e-newsletter gathered through the Bloxham website.
Unicef wanted to increase donations as part of a Christmas appeal for the children of Syria, so it teamed up with IgnitionOne to created an integrated, multichannel online advertising campaign using its first party data.
The team supported the display campaign with ongoing paid and organic search activity. Unicef then retargeted visitors to its site who showed high engagement levels but didn’t donate.
- More than three times the projected amount in donations through the UNICEF UK website.
- Cost per acquisition 4.5 times less than projected.
- Display prospecting campaign served to approximately 5m people, click through rate of 1.79% above the industry average of 0.1%.
You can learn even more about multichannel marketing at our two day Festival of Marketing event in November. Book your ticket today and head to the Multichannel stage to see what some of the world’s most successful brands are doing.