"JAA devised a single-minded Black Friday digital strategy centred on paid search and social activity, reflecting the sales efficiency of both channels in earlier testing."
"Efficient bidding for branded keywords was our PPC bedrock, enabling Loake to harvest the demand generated by their broader Black Friday promotion."
"To make productive use of non-branded terms we capitalised on an emerging pandemic shopping trend by focusing on 'Buying British', a resonant message for a brand with Loake's heritage."
"Google Smart Shopping was used for the first time, serving targeted product ads based on user interests and online behaviour and increasing our Google coverage."
In 2020, Loake faced significant challenges during Black Friday due to a national Covid-19 lockdown, which closed physical retail outlets. Historically reliant on in-store sales, Loake needed to pivot to online marketing. JAA developed a digital strategy emphasizing paid search and social media, targeting both existing customers and new prospects. The strategy included efficient bidding on branded keywords, focusing on 'Buying British', and utilizing Google Smart Shopping to enhance visibility and engagement with potential buyers.
Read at Thedrum
Unable to calculate read time
Collection
[
|
...
]